Marico has released new ad films for Parachute Advansed Body Lotion built around the thought, ‘Softness Aisi, Dil Dhoondhe Choone Ke Bahane.’ The campaign focuses on how soft skin becomes a playful reason for couples to seek out moments of physical affection.
The films follow a couple whose everyday interactions turn into opportunities for playful touches and closeness. Through these moments, the campaign links the lotion’s softness benefit with the small gestures of affection that are part of a relationship.
The campaign highlights the product’s formulation with Pure Coconut Milk, which the brand says penetrates 10 layers deep and provides 72-hour moisturisation. The product benefit serves as the starting point for the campaign’s focus on touch and intimacy.
Conceptualised by Sociowash, the films will run across digital platforms in Delhi NCR, Bengaluru and Hyderabad.
Commenting on the campaign, Vikram Karwal, Chief Marketing Officer India, Marico, said, “Softness is one of the most desired benefits in skincare. With Parachute Advansed Body Lotion, we wanted to elevate softness beyond a functional outcome and explore how it translates into everyday moments of warmth and connection.”
He added, “The films bring this insight to life through relatable expressions of affection between a couple. By connecting product performance with real-life experiences, we aimed to make the brand promise more meaningful, memorable and emotionally resonant, helping foster deeper consumer affinity and brand love.”
Himani Mangtani, Business Head, Mumbai, Sociowash, said, “The most relatable stories often come from the simplest, everyday moments. With Parachute Advansed Body Lotion, the idea was to bring alive the benefit of softness through a familiar moment of closeness between a couple, with the song naturally weaving the product benefit into the narrative.”
She further added, “This approach allows the brand message to become part of the story rather than just a product claim, making it feel warm, relatable and memorable. That’s the power of insight-led creativity – finding engaging ways to make product benefits resonate in everyday life.”
