Parachute Advansed Body Lotion: #ConfidentInMySkin

Pearl Vas

Parachute Advansed Body Lotion used a multichannel strategy to completely relaunch its brand in a slowing Indian market.

Campaign details

Brand: Parachute Advansed Body LotionBrand owner: Marico IndiaLead agency: McCann Worldgroup India, Madison Contributing agencies: Ray Insights, Anandbazar PatrikaCountry: IndiaIndustries: Skin care, sun protectionMedia channels: Events & experiential, Magazines - consumer, Newspapers, Online video, Public relations, Radio, Social media, Television, Websites & micrositesBudget: Up to 500k

Executive summary

Parachute Advansed Body Lotion (PABL) achieved one of the most successful launches in the body lotion category in 2011. (Source: AC Nielsen) Then, the category slowed down.

PABL's strategy of recruiting non-users? Wasn't going to happen....

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