Campaign Spotlight

Campaign Spotlight: Parachute Advansed celebrates women who choose to be themselves in new campaign with VMLY&R India

MUMBAI, INDIA – Marico Limited’s premium hair-nourishment brand, Parachute Advansed, has launched a unique TVC-led campaign, this Pongal. A brand that stands for care and nurturance, once again emphasises the importance of hair and the role it plays in defining a woman’s identity, through this campaign. Showcasing different looks that exemplify different forms of expression, it aims to celebrate the bold, courageous women who are unflinchingly themselves.

Hair is not just core to a woman’s appearance but also her personality. It is a statement, a tool for self-expression. Whether she ties it in a bun or lets it down loose; opts for a bob cut or colours them unconventionally, it symbolises her feelings, moods, and her true self. With this profound understanding of a woman’s relationship with her hair, Parachute Advansed’s latest Pongal campaign commemorates those who choose to be authentic and wear their hair the way they want.


Conceptualised by VMLY&R India, against the backdrop of Tamil Nadu’s hugely celebrated festival, Pongal, the new TVC depicts various women in their festive looks. Be it a braided hairdo by their grandma or a Thalaivar-inspired look – each one comfortable in their own skin or in this case, their own hair. With catchy tunes and a festive playout, the campaign conveys how it is a symbol of confidence, for some it is a beacon of change and for some it is a powerful expression.

Speaking on the new campaign, Koshy George, Chief Marketing Officer, Marico Limited said, “Parachute Advansed has always been every woman’s ally in her journey of creating a unique identity. With nurturance and beauty at the core, it has enabled today’s women to express themselves. This year on Pongal, the brand aims to celebrate them through a distinctive campaign that brings to life this unique personification forging a deeper connect.”

Venkatagiri Rao, CCO, VMLY&R SEA & India says: “For Pongal, we wanted to send out a message that even the most revered traditions only become richer and more alive when people add their own colour and spin to it. The Parachute Advansed campaign invites women to celebrate Pongal by unabashedly celebrating their own identities and hair choices. As a hair care brand, it’s important to support those who don’t have that freedom of self-expression, even today, by putting the topic out there and leaning into it. Thanks to the unique and robust Tamil style of music that underpins the campaign, a topic as everyday as hairstyles gets infused with unbridled energy and flair that feels very uniquely Tamil, and gets the spotlight it deserves.”


Agency: VMLY&R India
CEO: Anil Nair
CCO: Venkatagiri Rao
ECD: Kevin Lobo
Creative Team: Mahesh Ambaliya, Sunil Shinde, Ipsita Barik, Harish
Jadhav, Shivali Sharma, Ashwini Bhavsar
Business Director: Alpa Dedhia
Group Head Client Solutions: Khadija Attarwala
Client Solutions Executive: Sejal Choudhary
Agency Producer: Saurabh Pal
Production House: ARF in association with MASK FILMS
Director: SV Ashwathram
Executive Producers: Shruthi Nayak Sharma & SV Ashwathram
Producer: Arun Sivakumar M
Cinematographer: Shivendu Kudalkar
Music Composer: Arvind Raghunath
Lyrics: Balaji Venugopal
Singer: Rajalakshmi and Senthil
Musicians: Nadaswaram – Bala, Percussions – Shruti Raj, Rhythm
Programming – Vicky RG (Vicky Bala Subramaniam), Arvind Raghunath,
Synth, Keyboard, Additional Programming – Arvind Raghunath

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