Marico launches new Parachute Aloe Vera hair oil campaign

MUMBAI: Some stories don’t just tug at the heartstrings, they run gently through your hair. Marico Limited has unveiled a new campaign for Parachute Advansed Aloe Vera Enriched Coconut Hair Oil, shifting the conversation around haircare from product performance to emotional connection through the thought, “Baal Itne Soft, Chooye Bina Raha Na Jaye.”

Featuring actors Abhimanyu Dassani and Monica Chaudhary, the campaign film uses a light-hearted narrative to portray how soft hair can spark everyday moments of warmth, affection and playfulness between a couple. Rather than focusing solely on traditional product claims, the campaign positions softness as a social and emotional cue that resonates with consumers.

At the centre of the communication is the product’s dual-benefit proposition, combining the nourishing properties of coconut oil with the conditioning benefits of aloe vera to deliver hair that is both strong and soft to the touch.

The campaign reflects a broader shift in FMCG advertising, where brands are increasingly using emotional storytelling to elevate functional benefits into relatable lifestyle moments. Instead of highlighting ingredients alone, marketers are seeking to build stronger consumer connections through everyday experiences.

Commenting on the campaign, Marico Limited chief marketing officer of India Vikram Karwal said the brand wanted to move the conversation around softness beyond product performance by placing it in the context of daily life. He added that consumers naturally associate softness with positive sensory experiences, making it an effective way to build both relevance and emotional resonance.

Explaining the creative approach, Team WPP president Ajay Menon said the campaign was built on the idea that softness is not merely a hair benefit but a human emotion. The film dramatises the effect of aloe vera by capturing the instinctive urge to touch soft hair, transforming a functional product attribute into an emotional experience.

The campaign will roll out through a multi-platform media strategy spanning television, digital video and social media, extending the brand’s positioning beyond conventional haircare advertising.

As competition intensifies in India’s haircare market, Marico’s latest campaign signals a growing trend of brands pairing functional innovation with emotionally driven storytelling, turning everyday beauty routines into moments of connection rather than just product demonstrations.