MAM
Marico Q1 ad spend up 61%; highest increase among peers
MUMBAI: FMCG major Marico spent 60.82 per cent more on advertising in the first quarter of FY13. The company‘s spend on advertising and promotions was Rs 1.56 billion across various brands in the first quarter compared with Rs 972.43 million a year earlier.
In the first quarter, Marico‘s advertising costs accounted for 12.28 per cent of its total revenue, up three percentage points from 9.3 per cent a year earlier.
These figures are in tandem with the current trend of FMCG‘s increasing marketing spends with the rise in competition. The increase in ad spend for Marico is the highest amongst its peers so far with Dabur‘s at 51 per cent, HUL‘s at 30 per cent and Colgate 32 per cent
The company‘s revenue for the quarter ended 30 June 2012 stood at Rs 12.7 billion, an increase of 21.76 per cent from Rs 10.43 billion a year earlier. The profit for the quarter also rose by a sharp 45.88 per cent to Rs 1.24 billion in the first quarter from Rs 850 million a year earlier.
Marico said the volume growth for the quarter ended 30 June 2012 was 14 per cent.
In a statement, Marico said, “The medium to longer term outlook on all the company‘s three businesses remains positive. In the medium term, the company will focus on strengthening the building blocks for future value creation – strong equities for its existing brands amongst its consumers, volume growths, robust new product pipelines and operational effectiveness.”
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.
