Parachute's new campaign inspire people to invest in the power of love
Parachute Advansed, a brand that stands for nurturance, has launched a new campaign called ‘Thoda Love Jatao’ which marks the beginning of a new phase in the brand’s life, that of donning a larger purpose – to Inspire people to invest in the power of love.
The brand believes that due to people’s increasingly hectic lives, responsibilities and aspirations, personal relationships have steadily started taking a backseat. Interestingly, we find that it is the closest of relationships that often suffer the most, where for want of time and sensitivity, people don’t end up expressing their love enough.
Parachute Advansed finds itself in a unique position, wherein by virtue of the act of champi, it has been a part and parcel of strong emotional bonds - be it confiding, nurturing, gossiping or even crying with a loved one, people have experienced it all during oiling. It is due to this connection that we believe we can make a positive difference to people’s lives beyond just beautifying hair by sensitizing them to how less they are investing in relationships that matter. We believe just like hair, relationships toocan blossom, as long as we regularly keep investing a little.
Cutting across all age groups, the brand addresses the progressive men and women who are living in a time where there is a certain amount of strain on their relationships with improbable expectations. Parachute Advansed believes that no matter the gender or socio economic strata, everyone pines for a warmer world of love and nurturance.
The campaign is propagated through an ensemble of threeTVCs. The multiple stories are intended for everyone to find that one storywhich they can relate to and through the narrative realize that they, too,can make relationships more beautiful – all it takes is a little love. The love expressed in each instance is through the act of oiling with Parachute Advansed which has always emotionally been ‘love in a bottle’. The campaign encourages people to invest more in their relationships with the tagline ‘Thoda Love Jatao’.
The brand has undertaken a pan India multimedia campaign approach across digital, print, radio and PR followed by a chain of activations in September.
Adding to the launch of the new campaign, Anuradha Aggarwal, Chief Marketing Officer, Marico Limited said, “Although Parachute Advansed has played predominantly in the category of hair oiling, its emotional impact and association has been much larger than just hair. Through this novel campaign, the brand extends its core of nurturance by championing a greater purpose of inspiring people to invest in the power of love. It encourages people to invest in their relationships and express their love to the ones that matter, amidst their busy lives. It transcends the communication from nurturance for hair to nurturance and love for relationships.”