MAM
DY Works repackages Marico’s Parachute Advanced
MUMBAI: DY Works, a brand strategy and brand design firm, has created a new identity for Marico’s Parachute Advanced- Tender Coconut Hair Oil.
Over the years, the blue bottle has been synonymous with the Parachute brand. In view of the changing mindsets of the Indian consumer, and increasing competition, Parachute has changed. While reaffirming its strong trusted brand heritage, it sought to break away from the stigma of “stickiness” and “old fashioned” associated with coconut oil.
To address this concern and strengthen its hold in the market, Marico added Parachute Advanced to its product portfolio-modern hair oil based on the concept of ‘refreshing nourishment’. The aim was to introduce “Green Coconut” as a new ingredient in the category, and, at the same time, maintain and leverage the brand equity of the parent brand.
Speaking about the assignment, DY Works president Alpana Parida remarked, “Moving away from traditional paradigms of a protagonist posing in long thick hair to an ingredient led product that is non-sticky for the evolved consumer”
The brief stressed on crafting a delightful sensorial association to minimise the dissonance with oiling. It also sought design and imagery that would be differentiated, premium and modern. The reassurance of nourishment and efficacy was pivotal.
Based on this, DY Works researched through competitive analysis and a semiotic study to decode relevant and changing discourses for the category, thereby leading to the establishment of a unique shaped packaging.
The new, improved bottle structure was established to have a unisex appeal along with a shape that helps create a premium space by breaking clutter and separating it from other brands in the category. The structure allows enough space for the label to establish effective brand identity and an effective shelf throw.
MAM
Ad:tech honours 2026: Full list of winners announced
Expanded awards spotlight winners across 22 categories as industry doubles down on intelligent automation
NEW DELHI: Marketing’s tech elite took the spotlight as the ad:tech honours 2026 returned with a sharper focus on AI, data and immersive media, signalling how deeply technology now underpins brand strategy. Held at Yashobhoomi on March 17, the second edition drew industry leaders to celebrate innovation that is reshaping engagement and performance.
Presented with the International Advertising Association India chapter and new partner Huella, the awards expanded from 8 to 22 categories, tracking the rapid convergence of creativity, automation and analytics.
The winners’ list reads like a snapshot of marketing’s future. In affiliate and partner marketing, Lyxel & Flamingo – Boat and Paytm Ads – Giva took silver. Mobavenue Media Private Limited struck gold in AI-driven dynamic creative optimisation, alongside a silver for Laqshya Media Limited.
Creative AI collaboration saw Rediffusion Brand Solutions Private Limited win gold, with Saltinc Consulting Private Limited securing silver. Laqshya Media Limited continued its strong run, taking gold in AI conversation agents and adding multiple wins across categories, including silver in GenAI-led creative and both gold and silver in interactive DOOH campaigns for Tanishq and Tata Coffee.
Predictive AI honours went to Strong Metrics and Tyroo, both silver, while Orient Bell Limited picked up silver in immersive retail tech. In GenAI-led creative, Laqshya Media Limited, Salt – Kotak and Sumimoto each secured silver, reflecting the crowded race in generative creativity.
Publicis bagged silver in influencer management and gold in performance marketing, where it shared the stage with Arm Worldwide and The Trade Desk, both silver. Glad U Came Private Limited stood out with gold in influencer measurement and analytics.
Marketing automation saw CereOne Media Pvt. Ltd. and Globale Media win silver, while ADMOTT Private Limited claimed silver in OTT innovation.
Programmatic media categories highlighted the shift to advanced targeting and connected screens. Mobavenue Media Private Limited clinched gold in connected TV advertising, with Animmoov Digital Media Pvt Ltd – Asus and Lyxel and Flamingo taking silver. Cheggout Services Private Limited won silver in retail media advertising, while Paytm Ads – Versuni secured gold.
On social platforms, Vayner Media India took gold in community and UGC engagement, with Under 25 – Oppo winning silver. Segumento rounded off the list with silver in the innovation category.
Jaswant Singh, country managing director at ad:tech India, underscored the momentum, saying generative AI and data-driven decision-making are now central to marketing impact. Neena Dasgupta, IAA mancom member and chief executive and founder at The Salt Inc Consulting, added that the awards celebrate not just technology, but “the people, the creativity, and the relentless effort behind it.”
Backed by Comexposium Group, ad:tech New Delhi has long tracked digital disruption. Now, with the honours, it is rewarding those who are not just adapting to change but engineering it.
In an industry racing towards automation, the message from 2026 is unmistakable. The future of marketing will be written not just in ideas, but in algorithms.
