Marico has launched two ad films for Parachute Advansed Body Lotion, built around the thought “Softness Aisi, Dil Dhoondhe Choone Ke Bahane.” The films draw on the everyday chemistry between a couple to show how soft skin becomes an excuse for playful interactions. A brush of the hand, an unexpected touch or a moment that lingers longer than planned turns into a chance for closeness.
The campaign shifts the product benefit of softness into a relationship setting, using humour and familiar moments to link the skincare proposition with affection. The films also spotlight the brand’s formulation with Pure Coconut Milk, which is designed to go 10 layers deep and moisturise for up to 72 hours.
Vikram Karwal, chief marketing officer, India, Marico, said softness is one of the most desired skincare benefits, and the brand wanted to take it beyond a functional outcome. He explained that the films translate softness into everyday warmth and connection through relatable expressions of affection, making the brand promise more meaningful, memorable and emotionally resonant while building deeper consumer affinity.
Conceptualised by Sociowash, the films will run on digital platforms across Delhi NCR, Bengaluru and Hyderabad. Himani Mangtani, business head, Mumbai, Sociowash, said the most relatable stories come from simple, everyday moments. A song weaves the product benefit naturally into the narrative, letting the message become part of the story rather than a mere claim, which she called the power of insight-led creativity.
