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

Allen Eric, Yousuf Rangoonwala and Aditya Save

Campaign details

Brand owner: Marico
Agency: BBH Communications India (primary); Madison Media Infinity (primary); Perfect Relations (secondary); Mobilox Innovations secondary)
Brand: Parachute Advansed Ayurvedic Hair Oil
Country: 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 listen to other women they are close to, and their recommendations, more than any amount of brand messaging.

The brand converted this social insight into its distinctive proposition in two phases, engineering recommendations among a target group which does not have access to the internet with a combination of traditional media – television, print, postal envelopes and mobile feature phones. This did not just convert cynical women to try the brand, but they went a step ahead becoming advocates, recommending the brand, creating a viral that continues today. The brand has become the second largest hair-fall control brand in the market.

Market background and business objectives