Parachute Advansed Hot Oil: #Champibeats

Sampath Daniel, Himanshu Jha, Disha Chatlani

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 lockdown for just over a month (May 2020) and families that would otherwise not get to spend time with each other were now with each other all the time. Haircare brand Parachute Advansed Hot Oil took this opportunity to bring families together with a simple champi – a timeless Indian practice of...

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