Parachute Advansed Hot Oil: #Champibeats

Haircare brand Parachute Advansed Hot Oil capitalised on a TikTok trend to encourage consumers across India to interact with the brand via the timeless practice of giving a head massage with oil.

Campaign details

Brand: Parachute Advansed Hot OilBrand owner: Marico LimitedLead agency: Madison MediaContributing agency: VML Y&RMarket: IndiaSector: Hair careMedia channels: Online video, Social mediaBudget: Up to 500k

Executive summary

India had been in...