Marico, the market leader in the coconut hair oil segment, seems to be transitioning from advertising campaigns that are focussed on product proposition to ads that appeal to the emotional sensibilities of its target audience. With its latest ad for Parachute Advansed Hot Oil, the brand has chosen to drop the stereotypical route and presented a story that has warmed the hearts of audience across India.
The digital campaign comprises a video that is based on the typical relationship siblings share - extreme hate followed by extreme love. The ad that is nearly 4 minutes long has garnered about 6 lakh views on YouTube following the campaign’s launch on January 24, 2017.
The film begins with the brother’s alarm disturbing the sleep of his sister and goes on to show scenes that portray their strained relationship - he leaves his dirty laundry out in the open, uses up all the petrol in the car much to his sister’s dismay. Finally, he indifferently interprets his sister’s foul mood as an outcome of a break-up. This entire sequence of events builds up to a showdown between the two, especially at a time when sister has just experienced heart break. The ad concludes with the brother giving her a relaxing head massage with Parachute Advansed Hot Oil while a voiceover says – Rishtey ho ya baal, har rukhapan door ho jata hai, bas thodi si warmth se.
Anuradha Aggarwal, Chief Marketing Officer, Marico Limited, explained that this departure from the typical ad formula is an attempt towards strengthening the brand’s emotional connect with its target audience. “Parachute Advansed has been successful in building a core market for itself. Through its campaigns, the brand aims to connect with the consumers at a deeper and more personal level, thereby augmenting the emotional resonance. With an increase in digital consumption amongst all age-groups, digital campaigns like these give the brand a chance to strengthen this emotional connect with its TG,” she said.
This is not the first time Marico has come out with an ad that is relevant to its younger target audience. Last year, the Parachute Body Lotion ad made a statement about the norms that society sets for women with regard to their outfits with the #confidentinmyskin campaign. “I have not seen ads like these from Parachute as a brand earlier. This seems to be a new trend. And they have got this right - using relatable everyday insights to talk about the benefits of the product. Way to go!,” said Saurabh Dasgupta, ex-National Creative Director, InnOcean Worldwide India.
Aggarwal said that campaigns such as #confidentinmyskin are keeping in line with the way women have evolved. “The brand will continue to evolve along with its consumers and so will its advertising,” she said.
The digital format allows brands to create long format ads that tell a story. According to Arnab Mitra, founder of Liqvid Asia, Parachute has jumped onto the digital long format bandwagon too late. He also felt that the ad did not have a strong call to action.
However, according to Dasgupta, the ad reinforces the fact that the best ideas come from real life. “The ad does convey the benefit of the product but in a beautifully crafted metaphoric way. The hot oil aspect of the product is brought out through the moments that the brother and sister share,” he said.
“Finally advertising is maturing in this country. For decades advertisements have been aspirational in nature, now we are getting to see a lot more ideas that celebrate life as it is. Finally advertising brands and brand managers are discovering the beauty in ‘what is’ and not ‘what could be’,” added Dasgupta.