Marico is giving haircare a distinctly emotional makeover with its latest campaign for Parachute Advansed Aloe Vera Enriched Coconut Hair Oil, moving the conversation on softness beyond product claims and into everyday intimacy. Built around the line “Baal Itne Soft, Chooye Bina Raha Na Jaaye,” the film reframes hair softness as something that sparks genuine human connection.
Featuring actors Abhimanyu Dassani and Monica Chaudhary, the campaign follows a couple through playful, affectionate moments, using softness as a natural trigger for warmth rather than a scripted product pitch. The narrative subtly reinforces the formula’s core promise: coconut oil’s nourishment paired with aloe vera’s conditioning, delivering stronger, healthier, and softer hair.
Vikram Karwal, CMO – India at Marico, said the brand wanted to place softness meaningfully within everyday life rather than treat it as a standalone sensory claim, calling it a powerful lever for both relevance and emotional resonance in haircare communication.
Ajay Menon, President at Team WPP, who conceptualised the campaign, described softness as a human emotion rather than just a hair benefit, explaining that the film was built around instinctive moments of playfulness and affection to dramatise aloe vera’s effect in a way that feels emotionally real rather than functional.
Produced by Little Lamb Films under founders Bauddhayan and Monalisa Mukherji, with direction by Joyna Mukherjee and production by Shivin Jain, the campaign will roll out across television, digital video, and social media platforms.
