Marico has launched a new integrated campaign for Parachute Advansed Gold Coconut Hair Oil ahead of Holi, bringing a fresh perspective to the festival of colours. The campaign focuses on encouraging people to enjoy Holi without hesitation by highlighting the protective benefits of hair oiling before playing with colours.
Conceptualised by Tonic Worldwide, the campaign is built on the insight that many people avoid fully participating in Holi due to concerns about hair damage caused by colours and chemicals. Addressing this hesitation, the brand encourages consumers to embrace the festival with confidence through the message “Na na wali nahi, Nariyal wali Holi.” The idea urges people to run towards colours rather than away from them, supported by the protection offered by Parachute Advansed oil.
The campaign has been executed across multiple formats and consumer touchpoints. A digital film serves as the centrepiece, using the visual metaphor of women running into a vibrant sea of colours to symbolise confidence and carefree celebration. Alongside the film, the campaign also includes educational reels featuring dermatologists explaining the science and benefits of oiling hair before playing Holi.
To further extend the message, lifestyle influencers have created content demonstrating practical hair care tips for the festival. The brand also distributed curated Holi starter kits to creators across the country to amplify engagement on social media platforms.
In addition to digital outreach, the campaign included an on-ground activation at Mumbai’s Marine Drive, led by creators Prannay Joshi and Sneha Namanandi.
Through this initiative, Parachute Advansed reinforces its long-standing association with hair protection while positioning oiling as an essential step that allows consumers to celebrate Holi freely and confidently.
