Marico Limited has unveiled the launch campaign for its new Parachute Advansed Protein Shampoo, built around the tagline ‘Aisa Kya Hai?’ – a playful question designed to spark curiosity before revealing its answer: the protagonist’s naturally healthy hair.
Set across vibrant street scenes, the film follows a young woman navigating everyday moments while drawing curious, admiring glances from those around her, prompting the recurring question, “Aisa Kya Hai?” Rather than positioning hair as the hero on its own, the narrative frames it as an extension of the protagonist’s confidence and self-belief. The film closes with the reveal of the new shampoo, formulated with Aloe Vera and Coconut Milk, reinforcing the brand’s ‘Nature’s Goodness for Beautiful Hair’ promise.
Vikram Karwal, chief marketing officer – India, Marico Limited, said healthy hair goes beyond function and shapes how women feel about themselves daily. He said the campaign moves past conventional beauty narratives to celebrate the confidence that comes from naturally healthy hair, adding that the launch marks a step toward strengthening Marico’s presence across the haircare journey, with the shampoo category seen as a key growth opportunity for the Parachute Advansed portfolio.
Conceptualised by Team WPP and produced with Absolute Production, the campaign leans on evocative storytelling and visual imagery to build an emotional connect with consumers.
Ajay Menon, president, Team WPP, said the idea stemmed from the insight that confidence isn’t always loud – it’s something people notice and are drawn to, with the film building intrigue through glances and the repeated question before revealing healthy hair as the source.
The campaign will roll out across TV, digital and social media.
