Marico has launched a new campaign for its Parachute Advansed Aloe Vera Enriched Coconut Hair Oil, positioning hair softness as an emotional expression rather than just a functional product benefit. Built around the tagline, ‘Baal Itne Soft, Chooye Bina Raha Na Jaye’, the campaign explores how soft hair can create everyday moments of warmth and affection.
The campaign film features actors Abhimanyu Dassani and Monica Chaudhary, portraying a couple whose playful interactions highlight the role of soft hair in everyday relationships. Through these moments, the film connects the product’s promise of softer hair with themes of closeness and human connection.
The campaign also highlights the product’s formulation, which combines coconut oil with aloe vera to offer nourishment, strength, and softer hair.
Watch the campaign
Commenting on the campaign, Vikram Karwal, Chief Marketing Officer (CMO) India, Marico, said, “As a brand, we wanted to move the conversation on softness beyond product performance and place it meaningfully within the context of everyday life. The campaign is rooted in the insight that softness is a desired sensory benefit that consumers immediately recognise and value, making it a powerful way to build both relevance and emotional resonance for the brand.”
He further added, “We believe this is an opportunity to bring a more nuanced lens to haircare communication, making it more relatable and engaging for consumers.”
Sharing the creative thought behind the campaign, Ajay Menon President, Team WPP said, ‘’Softness isn’t just a hair benefit; it’s a human emotion. That’s why we created a film around those instinctive moments of warmth, playfulness, and affection. We dramatized the effect of Aloe Vera by celebrating the spontaneous urge to touch irresistibly soft hair. This way we transformed Aloe Vera’s functional benefit into an everyday emotional experience’’.
