Parachute Advansed Body Lotion: Rediscover romance through touch

Indian cosmetic company Marico wanted to draw more users into the under-penetrated body lotion category by launching a new product: Parachute Advansed Body Lotion (PABL).

Parachute Advansed Body Lotion: Rediscover romance through touch

Anjuri Jain

Campaign details

Brand owner: MaricoAgency: McCann Worldgroup, MumbaiBrand: Parachute Advansed Body LotionCountry: IndiaChannels used: Events and experiential, Internet - general, Magazines - consumer, Newspapers, Outdoor, out-of-home, Point-of-purchase, in-store media, Print - general, unspecified, Product and other sampling, Product placement, Public relations, Social media, TelevisionMedia budget: 1 - 3 million

Executive summary

The Indian body-lotions category had remained underpenetrated for over 20 years (only 12%). By launching Parachute Advansed Body Lotion(PABL), Parachute's ambition was to increase penetration by...

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