Ad Campaigns
Josh collaborates with Madison Digital for Parachute Advanced Jasmine’s #MeriHealthyShine campaign
Mumbai: The act of nourishing one’s hair with the application of oil is a century old Indian tradition and is often regarded as the secret to healthy and shiny hair. With the aim of celebrating this tradition, Josh, India’s short-video app, collaborated with Madison Digital to launch Parachute Advanced Jasmine’s #MeriHealthyShine campaign on the short-video platform.
The intent was to build the benefit of oiling one’s hair and highlighting Parachute Advanced Jasmine as a sensorially great hair oil which nourishes hair for healthy shine. Adopting a holistic approach, the campaign leveraged the use of a dynamic filter, customized soundboard and a hook-step to emphasize the product’s usage. Providing users with an immersive brand experience, the filter was created to depict drops of oil falling on the creator’s hair, while the soundboard captured the essence of the brand. The hook-step was widely successful in attracting massive – user participation as well. The campaign was led by top Josh creators such as Sukaina Sultan, Riya Kishanchandani, Bhakti Rawal and Bhumi Agarwal, all of whom have a combined follower reach of over 121 million.
Speaking on the success of the campaign, VerSe Innovation chief revenue officer Sunil Kumar Mohapatra said, “The #MeriHealthyShine challenge is another example of the successful impact short-video can have in driving engaging conversations within just 60 seconds. Through our collaboration with Parachute Advanced, Josh was able to not only engage, but also collaborate with consumers to provide them with a deeper and meaningful immersive brand experience. As brands strive to increasingly leverage short format video in their marketing communications, Josh is well-poised to tap into the great opportunity it presents and prove its prowess in short-video marketing.”
Speaking on the collaboration, Marico CMO Somasree Bose said, “Marico has always been a pioneer in adopting new age media platforms. With short-video format becoming more relevant in current times, Parachute Advanced Jasmine’s collaboration with Josh allowed the brand to have a more engaging connect with its consumers and helped make #MeriHealthyShine a success”.
Speaking on the campaign conceptualization, Madison Digital & Madison Media Alpha COO Vishal Chinchakar said, “Short-video has been effective in meaningfully engaging with and collaborating with consumers to create immersive brand experiences. As a medium, it is very versatile to work with. This versatility combined with Josh’s technological capabilities has given us the tools we required to work with a degree of creative freedom and make Parachute Advanced Jasmine’s #MeriHealthyShine campaign a success.”
The campaign performed exceptionally well with the audience and was successful in garnering over 380 million video views, more than 28.7 million hearts and securing a reach of 22.3 million with over 1.1K UGC created.
Ad Campaigns
Indian Silk House Agencies launches ‘Shubho Smriti’ PoilaBoishakh campaign
Brand celebrates Bengali New Year with stories of 100 women and their saree memories.
MUMBAI: Indian Silk House Agencies has woven a beautiful new story for PoilaBoishakh, one stitched together with memories, emotions, and the timeless elegance of a saree. The leading saree retailer has unveiled ‘Shubho Smriti’, a digital-first campaign that brings together the voices of 100 women sharing their personal celebrations of the Bengali New Year. The campaign highlights how the saree remains an essential thread in these evolving traditions, from daughters gifting their mothers after years of quiet sacrifice to sarees passed down through generations carrying decades of love.
Indian Silk House Agencies CEO Darshan Dudhoria said, “What gives any tradition its relevance over time are the memories people attach to it. For over five decades, we have been closely connected to this cultural fabric. This campaign came from a simple intent to listen to these stories of our customers and bring them together.”
To mark the occasion, the brand has launched a dedicated PoilaBoishakh collection featuring handwoven textiles such as Matka silk and Jamdani, along with classic reds and whites, softer seasonal hues, and brighter options. The collection starts at ₹999 and is now available online and in stores across Eastern India.
By blending cultural nostalgia with contemporary storytelling, Indian Silk House Agencies has created more than just a campaign, it has turned personal memories into a shared celebration of tradition, emotion, and timeless style.
This PoilaBoishakh, the brand reminds us that the most beautiful things in life are often the ones we weave into our own stories, one elegant drape at a time.
