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.”
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