Parachute Advansed Ayurvedic: Recommended by those who care about you

Yousuf Rangoonwala

Campaign details

Brand owner: Marico
Agency: BBH Communications India
Brand: Parachute Advansed Ayurvedic
Country: India
Channels used: Magazines - consumer, Mobile and apps, Newspapers, Product and other sampling, Television, Word of mouth and viral
Media budget: 10 - 20 million

Executive summary

After a stupendous launch in southern India in 2010–11, Parachute Advansed Ayurvedic Hair Oil (PAAHO) had the unenviable task of being consistent yet bettering the success. In an atmosphere where hair-fall sufferers were cynical of hair-fall brands, PAAHO's uniqueness was that it wasn't launched through classic FMCG-style mass marketing. Instead, it had engineered a chain of personal, one-to-one letters of recommendation between hair-fall sufferers. It was a mass consumer-to-consumer brand.