Marico's Parachute Advansed Launches 'Aisa Kya Hai?' Shampoo Campaign
Marico has unveiled 'Aisa Kya Hai?', the launch campaign for its new Parachute Advansed Protein Shampoo.
- Brand: Parachute Advansed, Marico
- Product: Parachute Advansed Protein Shampoo, with Aloe Vera and Coconut Milk
- Campaign: 'Aisa Kya Hai?'
- Agency: Team WPP, produced by Absolute Production
- Rollout: TV, digital and social media
Hair As A Reflection Of Confidence, Not The Hero
The campaign film follows a young woman navigating familiar street moments, drawing admiring glances from onlookers who find themselves asking, "Aisa Kya Hai?", wondering what it is about her. True to its creative brief, the film does not position the protagonist's hair as the hero in itself; instead, it treats healthy hair as an expression of her personality and self-belief, with the reveal of the confidence built up over the film landing on the new shampoo itself.
A Debut Built On Curiosity
The film culminates in the unveiling of Parachute Advansed Protein Shampoo, positioned around the brand's 'Nature's Goodness for Beautiful Hair' promise. As a first campaign for a new product line, 'Aisa Kya Hai?' leans on intrigue rather than an ingredient-led pitch to open the conversation, saving the Aloe Vera and Coconut Milk formulation detail for the payoff rather than the headline.
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