Parachute Advansed Body Lotion launches new campaign by McCann Erickson
The Marico brand has shifted the frame of reference with its proposition of “Rekindling romance” in a married housewife’s life
Marico has launched a new campaign for its skin care brand Parachute Advansed Body Lotion in a step to fuel the brand’s growth for the upcoming season. In a category which is rooted in the problem solution space, Parachute Advansed Body Lotion has shifted the frame of reference with its proposition of “Rekindling romance” in a married housewife’s life.
Familiarity and presence of children take a toll on the intimacy between a couple. Given the daily chaotic lifestyle, a housewife tends to neglect her body skin care needs with all her attention dedicated towards her family. The ad campaign revolved around this issue.
The television commercial, showcases a housewife expressing her surprise and excitement to her friend about her husband finding ways to touch her time and again, bringing the flames of romance back in their lives. The campaign educates that Parachute Advansed Body Lotion, rich with the goodness of coconut milk & 100 per cent natural moisturizer has been formulated to uniquely nourish the skin from within, in just seven days.
Watch the TVC- https://www.youtube.com/watch?v=RdPDrilMi_k
The ad campaign has been conceptualized by McCann Erickson, Mumbai.
Anuradha Aggarwal, Chief Marketing Officer, Marico Limited said, “Our new campaign highlights the transformation the use of Parachute Advansed Body lotion can bring to your skin in just seven days leading to the rekindling of romance between husband and wife. With winter around the corner, we are using this opportunity to urge homemakers across all metros and mini-metros in India to try the transformational effects of Parachute Advansed Body lotion.”
Puneet Kapoor, Executive Creative Director, McCann Erickson said, “Body lotion classically has been a difficult category to crack into, especially when we go down the strata. The idea of reigniting romance in relationships was the starting point, but the real challenge was to make this transformation of skin very desirable. It’s from here that the idea of capturing beautiful fleeting moments of touch and the return of romance was thought of. With the high-point being a moment when an otherwise un-expressive husband, goes to the length of saying ‘coo-chi-coo’ as the couple take a selfie. The treatment that directors Subir Chatterjee and Namita Roy brought to the initial script made a real difference to the idea, making it a lot sharper and interesting creatively, and liberating the story into beautiful short cinematic moments strung together over a conversation with a close friend.”
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