MAM
Marico launches Parachute Advansed Body Lotion campaign with Sociowash
‘Softness Aisi, Dil Dhoondhe Choone Ke Bahane’ links 72 hour moisturisation to everyday intimacy
MUMBAI: Some sparks fly at first sight; others begin with a touch. Marico is banking on the latter with its latest campaign for Parachute Advansed Body Lotion, turning soft skin into an excuse for couples to get a little closer.
Titled ‘Softness Aisi, Dil Dhoondhe Choone Ke Bahane’, the campaign features a couple whose everyday interactions become playful moments of affection. A brush of the hand, an unexpected touch or a lingering moment sets the tone for the films, using humour and familiar relationship dynamics to connect a skincare benefit with emotional intimacy.
The creative idea shifts the spotlight from softness as a purely functional product benefit to the role it can play in everyday relationships. The films build on the lotion’s formulation, enriched with Pure Coconut Milk, which the brand says goes 10 layers deep to deliver irresistibly soft skin and 72 hours of moisturisation.
“Softness is one of the most desired benefits in skincare. With Parachute Advansed Body Lotion, we wanted to elevate softness beyond a functional outcome and explore how it translates into everyday moments of warmth and connection,” said Vikram Karwal, chief marketing officer – India, Marico Limited.
Conceptualised by Sociowash, the films will roll out across digital platforms in Delhi NCR, Bengaluru and Hyderabad. The campaign aims to make the product promise part of a relatable story rather than leave it as another claim on a lotion bottle.
Himani Mangtani, business head – Mumbai, Sociowash, said the idea was to draw on simple moments of closeness between a couple, with the song weaving the product benefit naturally into the narrative. The approach, she added, was designed to make the message feel warm, relatable and memorable.
For Parachute Advansed, the challenge is to make softness mean more than smooth skin. By linking its 72 hour moisturisation claim with everyday affection, the brand is looking to turn a familiar skincare benefit into a reason to reach out.
