Parachute Advansed Ayurvedic Hair Oil: How cynical women transformed into brand advocates

This case study explains a campaign aimed at Indian women by Parachute Advansed Ayurvedic Hair Oil, a hair care brand owned by Marico, which encouraged social recommendation.

Parachute Advansed Ayurvedic Hair Oil: How cynical women transformed into brand advocates

Allen Eric, Yousuf Rangoonwala and Aditya Save

Campaign details

Brand owner: MaricoAgency: BBH Communications India (primary); Madison Media Infinity (primary); Perfect Relations (secondary); Mobilox Innovations secondary)Brand: Parachute Advansed Ayurvedic Hair OilCountry: India

Executive summary

This is the story since 2012 of Parachute Advansed Ayurvedic Hair Oil, a three-year-old hair-fall control brand in South India. The brand entered a cluttered category of 100+ brands, where women had become cynical to brands. At the core of breaking cynicism lies a social truth: women...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands