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...