Marico has launched its new Parachute Advanced Aftershower Anti-Dandruff Hair Cream TV commercial, featuring brand ambassador Yuvraj Singh. The commercial has been created by Publicis Ambience. Ramanuj Shastry and Rohit Malkani have worked on the campaign. Big Picture Company has produced the TVC and Sabal Shekhawat is the director.
Speaking on the thought process behind the campaign’s creative, Malkani said, “The thought process began from the brief which came from the client. It started from a consumer insight, which was the recurrence of dandruff between two shampoo washes; effectively reinforcing the proposition that the leave-in anti-dandruff cream works 24 hours and thereby protects hair against dandruff. So that was the genesis and insight of the whole thought that we hit upon with the client.”
The ad film is shot in a sports locker room and is woven in the social context of a friendly banter between Yuvraj Singh and a friend. On observing Yuvraj’s stubble, his friend teasingly asks if Yuvraj has developed a tiff with his razor, to which Yuvraj quickly retorts, taking a dig at his friend’s dandruff, asking if he has developed a friendship with dandruff. The commercial thus meticulously uses the analogy of recurring stubble post a shave, to the recurrence of dandruff between two shampoo washes.
Elaborating on the marketing strategy, Malkani was of the opinion that the Parachute Aftershower has gone into the male grooming product segment. It already has a cream and gel, and this is the third launch in the franchise. So it was important to get the right tone. He added, “Once we enter into this whole dandruff space, we found it an interesting area to occupy. So it acts as a complimentary product to the shampoo.”
On the challenges, Malkini said, “The only challenge was of finding an interesting way to promote the product that was relevant, made sense and the message which was clearly understood.”
The promotional activities begin with the TVC, followed by outdoor, web and below-the-line activities. In the BTL category, they have engaged themselves with parlour activities where people walk into the salons and are given a free usage of the after-shower anti-dandruff crème. The campaign will be on-air till the end of June.