MAM
Levi’s celebrates equality with #ProudToBeMore Campaign
Mumbai: Levi’s has launches #ProudToBeMore campaign with the inspiring members of the pride community who have continued to defy the odds and accomplished more than what the society deemed worthy for them. The stories capture the authentic journey of few brave people who believe life is much more than one’s sexuality. Levi’s has played a long role in supporting the LGBTQIA+ community by building and encouraging an inclusive environment.
The Inspirational and self-empowered stories show ‘Proud To Be More’ is more than just a statement. It is a philosophy, a lifestyle, that brings together these four self-assured personalities from different aspects of life. In a country where individuals are being labeled and reduced to their sexual preference and orientation – Onir, Sushant Divgikr, Priyanka Paul and Aravani Art Project and have shown various manifestations of a life that refuses to be put in a box.
They have built a life for them on their own terms, where they are proud of their sexual orientation, but that’s not it, they are proud to be so much more True to the campaign thought that emphasizes on the lifestyle, Levi’s acknowledges the barriers of perception and yet allows one to achieve greater values and refuses one’s identity to be limited to one’s sexuality.
Levi’s Asia and MENA, VP Marketing , Karen Riley Grant, said,“The #ProudToBeMore campaign is driven by the insight that an individual’s journey of discovering their gender, sexual orientation and preferences is a unique one. This campaign aims to celebrate those authentic individuals and their journeys. We hope to empower people to be proud, accept themselves for who they are and become an individual above their sexual orientation.”
Brands
Parachute Advansed rolls out ‘Nariyal wali Holi’
Brand highlights coconut oil protection during festival of colours
NATIONAL: Marico Limited has launched a culture-heavy Holi campaign for Parachute Advansed Gold Coconut Hair Oil, urging consumers to stop dodging colour and dive straight in. The line is punchy: Na na wali nahi, nariyal wali Holi
The premise is simple. Many revellers hold back during Holi for fear of hair damage. Marico’s pitch is that coconut oil protection removes that anxiety, turning hesitation into abandon.
The integrated campaign spans a digital film, dermatologist-led explainer reels on the science of pre-Holi oiling, influencer content, curated starter kits and an on-ground splash at Mumbai’s Marine Drive featuring creators Prannay Joshi and Sneha Namanandi. Each touchpoint reinforces the brand’s refrain: do not run from colour; run towards it.
The hero film, conceptualised by Tonic Worldwide, shows women charging into clouds of pigment: a visual metaphor for fearlessness backed by hair care. The tone is festive, but the strategy is calculated: blend cultural relevance with functional reassurance.
Marico Limited chief marketing officer – India Vikram Karwal, said Holi’s exuberance often comes with concern over hair damage. The campaign, he added, reframes protection as freedom: an invitation to celebrate without restraint.
Marico, listed on the BSE and NSE, reported turnover of $1.3 billion in FY 2024-25. Its portfolio spans Parachute, Saffola, Livon, Beardo and other beauty and wellness brands, with international markets contributing about 25 per cent of group revenue.
