Link to the digital film: https://www.instagram.com/p/DGdB7eIJl70/
Link to the music video: https://www.instagram.com/reel/DG5plrzts0h/?igsh=NDB1MmthMXEzZmk2
Mumbai, 10 March 2025: As India gears up to celebrate the festival of colours, Marico Limited’s Parachute Advansed Gold is launching a holistic digital campaign that makes Holi hair protection fun, engaging, and effortlessly simple. This campaign brings together a high-energy digital video commercial (DVC) and a music-led influencer activation to reinforce coconut hair oil as the ultimate solution to Holi hair damage concerns.
The campaign unfolds with a digital video commercial that humorously contrasts extreme and impractical Holi hair protection methods with the effortless power of Parachute Advansed Gold coconut hair oil. The action-sequence treatment and visually striking shots, including dynamic cinematography and high-speed robotic arms, bring a never-seen-before cinematic experience to hair oil advertising. Separately, the music video featuring influencer powerhouses Iqlipse Nova and Naina presents a catchy Holi anthem, playing on the contrast between those who over-prepare for Holi and those who stay worry-free with Parachute Advansed Gold. The engaging content, filled with quirky dialogues, dynamic visuals, and a high-energy soundtrack, further amplifies the campaign’s core message—”Sirf Nariyal Kafi Hai!”.
This Holi campaign is a multi-platform activation that extends beyond traditional advertising, leveraging a well-integrated content distribution strategy across various digital touchpoints. The campaign harnesses the power of Meta platforms with short-format DVC cuts and influencer reels for mass engagement. The Holi jingle is also streaming on YouTube to drive engagement.
Speaking on the campaign, Somasree Bose Awasthi, Chief Marketing Officer, Marico Limited, said, “Holi is one of the most joyous and vibrant festivals in India, but for many, it also brings the worry of hair damage. For this campaign, we embraced a bold and fresh perspective leveraging humour and high-energy storytelling on ‘Nariyal Kafi Hai’, to craft an engaging and memorable narrative. The film creatively highlights how the nourishing care of Parachute Advansed Gold offers a simple yet effective way of protecting hair from potential damage during Holi. We aim to reinforce the importance of hair protection through goodness of coconut, ensuring that everyone celebrates Holi without worrying about hair damage.”
Parachute Advansed Gold’s Holi campaign is all set to make waves, reaching audiences in regions known for their most spirited and colourful Holi celebrations.
Agency Credentials
Creative Agency Name: Ogilvy
Director: Devik Rathod
Production House: Boathouse Media
Influencer Marketing Agency Name: Pepper Content & 7P Digital
