Top Story

e4m_logo.png

Home >> Industry Briefing >> Article

Parachute Advansed unveils new range of men's products

06-June-2017
Font Size   16
Share
Parachute Advansed unveils new range of men's products

Marico extends the virtues of hair nourishment to the newly launched men’s range of products, Parachute Advansed Men. Marico has recognized male grooming as a future growth category. Even though the male grooming market is exploding, there is a certain section of the audience that focuses less on their appearance. The general understanding is that men are nonchalant about their looks.

Parachute Advansed Men, however, believes that this portion of men, especially around the age group of 29+, often de-prioritise grooming because they put their family, friends and society ahead of themselves, thereby ignoring self-care. Through their new array of non-sticky hair products, Parachute aims to intervene and protect their hair from the extremities that their lifestyle throws them into. The products range from the Classic After-Shower Hair Cream to Anti-Dandruff with Lemon & Neem and Anti-Hairfall with Almond.

The campaign kick-starts with a TVC, conceptualized by Ogilvy, where in you have a soldier who is fighting a war yet cleans up well to meet his wife for a party, a doctor who stays up late taking care of his patients yet tidies himself to meet his family, and a fire-fighter who risks his life for people although they are not related to him. The ad ends with a message that good men like these also deserve to look good, which forms the core of Parachute Advansed Men.

Commenting on its new range, Anuradha Aggarwal, Chief Marketing Officer, Marico, says, “Styling for men is a highly underpenetrated category, with a huge segment of consumers using water/oil for grooming and nourishment post wash. Having recognized this gap and marrying it to Marico’s larger focus on the male grooming sector, we have launched Parachute Advansed Men which truly celebrates manhood and shows them in a good light.”

Speaking about the work, Kainaz Karmakar, ECD, Ogilvy, says, “Parachute has been a hugely trusted brand synonymous with hair care amongst women for several decades now. The task was to carve a distinct niche for Parachute Advansed Men and make it stand apart from the mother brand.  This is where a relevant, memorable and ownable space mattered. ‘Good men deserve to look good’ is precisely such a space. It allows us a long term platform for the brand to stand for a belief, and yet remain connected to the product benefit of ‘Goodness for hair, inside-out.”

Adding to this, Harshad Rajadhyaksha, ECD, Ogilvy, says, “Once this unique central idea of ‘inner goodness complemented by great grooming’ was worked out, an equally important task was bringing it all to life. We are confident that the work will resonate well with the men it is targeting, and help this young brand grow from strength to strength.”

TVC Credits:

Executive Creative Directors: Harshad Rajadhyaksha and Kainaz Karmakar

Executive Vice President: Abhik Santara

Creative Team: Kumar Suryavanshi, Harshik Suraiya, Harshada Shinde, Jason Samuel, Vikrant Rajan

Account Management: Shivali Nair, Puneet Dewli, Pranav Shetty

Account Planning: Prem Narayan, Vipasha Bhuptani, Nadia Miranda

Production House: Good Morning Films

Director: Afshan Shaikh

Producer: Vikram Kalra, Estelle Lichnowski

Tags Marico

Speaking to exchange4media, Shreyams Kumar M V, Joint Managing Director, Mathrubhumi shared his views on IRS 2017

The channel re-branded itself to verbalise what it stands for to its audience and partners

Speaking with exchange4media, Rishi Darda, Joint Managing Director and Editorial, Lokmat Media Group shared his vision for regional publications and the impact of IRS 2017 on the print industry.

Nisha Narayan, COO & Director, RED FM & Redtro and CEO, Digital Radio (Mumbai) Broadcasting Ltd, shares her insights on how radio is a powerful medium in terms of advertising and what can be done to take it to the next level

In the Top 10 Advertisers list, FMCG brand Hindustan Lever, Reckitt Benckiser India and Procter & Gamble retained its top three spots

Dentsu Webchutney has reprised its ‘The Racist Cover’ campaign this time with an interesting physical manifestation of the idea to demonstrate it in an innovative way

These five mobile ad campaigns enticed users to the point of immersion and led to brilliant ways for consumers to engage with the brands