Parachute Advansed: Celebrate Your Roots

Madison Media

Beauty brand Parachute Advansed used a multichannel strategy based around the festivals of Diwali, Holi and Onam, to rekindle the lost tradition of hair-oiling among a new generation in India.

Campaign details

Brand: Parachute AdvansedBrand owner: Marico LtdLead agency: Madison MediaCountry: IndiaIndustries: Hair careMedia channels: Content marketing, Games & competitions, Newspapers, Outdoor, out-of-home, Radio, Social media, TelevisionBudget: 1 - 3 million

Executive summary

Hair-oiling is an intrinsic part of the traditional Indian hair-care regime, which has been passed down through generations. Parachute Advansed, a market leader in its category and an iconic Indian brand, has symbolised and promoted hair-oiling since 1974.

However, this ritual was losing relevance among the fast-paced younger generation. They preferred new-age regimes like serums...

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