NEW DELHI: With their latest campaign #DearWinter, VMLY&R India and Marico’s hair-nourishment brand Parachute Advansed Hot Oil address the love-hate relationship that women have with winter thanks to dry winter hair, and help them enjoy the chilly season all over again.

Winter is a season to look forward to for so many reasons – it’s the season of love and weddings, a time to revel in winter fashion, and of course, festive family reunions, among others. Unfortunately, winter hair is the spoiler. Women dread the dry hair and split ends that come hand-in-hand with the season. Unfortunately, the season when women want to be seen at their best is exactly when their hair is at its worst.

Marico CMO Koshy George said, “With #DearWinter, we aimed to show this sometimes strenuous relationship between a woman and her hair especially during the time of winter and how Parachute Advansed Hot Oil is the ideal companion to achieve perfect hair even during the dry and cold months of winter.”

Conceptualised and executed by VMLY&R, #DearWinter tells the story of a girl’s fraught relationship with winter, as a troubled ode to the season.

“All it just takes is just one bad hair moment to ruin a day. And winter is one long bad hair day turned into an endless bad hair season. It’s ironic that during what is arguably the most beautiful season of the year, is when women’s hair troubles are at their peak. So, with this campaign, we captured this fraught relationship that girls have with the season, as a ‘lover’s quarrel with winter’. And bring alive the winter hair troubles in a way that every girl can relate to.”, said VMLY&R Asia CCO - SEA and India Venkatagiri Rao.

The campaign was launched with a digital film and in partnership with nine influencers (Shivangi Joshi, Dhanashree Verma, Kanika Mann, Arishfa Kan, Sameeksha Sud, Ashna Zaveri, Yukti Thareja, Steffi Cyril, and Nisha Bano) and includes digital assets on social media.