MUMBAI: Parachute Advansed, a brand that stands for nurturance, beauty and care, has launched a new campaign for its Hot Oil - #MagicOfWarmth. As the brand strengthens its market footprint across the country, the campaign aims to evoke a strong emotional connect with consumers and increase its core functional facets.
Parachute Advansed Hot Oil is a product made of coconut oil and enriched with ayurvedic warming oils. It’s self-heating property repairs dryness, dullness and fizziness and restores the damage that winter causes to hair. In order to establish this proposition of a warming oil in the mind of the new age consumer, the campaign thought of #MagicOfWarmth: which not only builds on the product proposition, but amplifies it through a brother-sister relationship in a digital film. The film draws parallels between the functional ‘dry hair’ problem to ‘dry relationships’ in life, which too can be easily repaired with the healing power of warmth. The mother brand Parachute Advansed, having been very strongly associated with its benefits on hair, makes it easier for the narrative to stay true to the concept - #MagicOfWarmth.
The digital video showcases a typical relationship between two siblings that has moments of love and hate. The film commencing with the brother’s alarm disturbing the sleep of his sister, goes on to play scenes that portray their strained relationship whereby the brother leaves his dirty laundry out in the open, uses up all the petrol in the car, and indifferently interprets his sister’s foul mood as an outcome of a break-up; building up to a showdown between the two especially at a time when sister has just experienced heart break. The ad concludes with the brother being there for her and giving a relaxing head massage with Parachute Advansed Hot Oil while a voiceover says – Rishtey ho ya baal, har rukhapan door ho jata hai, bas thodi si warmth se.
Parachute Advansed has always evoked a profound connection with its consumers which span from young millennials to middle aged rural audiences. As the younger, digital savvy audience moves to conversations and content (from pure advertising), digital films like these gives the brand a chance to reinforce this emotional connect.
Marico Limited CMO Anuradha Aggarwal said, “Parachute Advansed Hot Oil is a self-warming oil that works on intense dryness – a phenomenon that maximises in winters. The communication narrative was inspired by the fact that relationships, just as the case with hair, are filled with moments of dryness and strain which can be fixed with a little bit of warmth. Thus, through this campaign, the brand aims to build emotional resonance and establish its functional relevance amongst the consumers.”
McCann Worldgroup India NCD Pradyumna Chauhan says, “The task for us was to create an emotional bond with viewers and draw relevance for the brand. Our script achieved just that by putting the endearing act of hair oiling in winter with ‘Hot Oil’ right at the center of it. The sibling relationship was the other thing that made the narrative beautiful. Directed well, and backed by a powerful score, we are glad it is already making a great impact.”
