Ad Campaigns
Parachute Advansed Gold’s new campaign disrupts Zee TV and digital platforms
Mumbai: Parachute Advansed Gold, a premium & contemporary hair-nourishment & beauty brand, is shaking up the traditional approach to marketing campaigns and breaking through the clutter with Contextual Interruption Marketing. Through the brand’s latest campaign #NoBaalBanka, Parachute Advansed Gold in partnership with Madison Media Ultra and team WPP aims to capture the impact summer heat has on hair and how PA Gold makes sure hair stays nourished & protected during this heat.
With an aim to effectively grab their consumers’ attention, Parachute Advansed Gold has used disruptive, contextual marketing across leading consumer interest platforms – ZeeTV, Zee5 and YouTube.
This is the first time ever on Zee TV that a brand has interrupted a live TV show with brand messaging interrupting the show playout, a disruption led by Madison Media Ultra. Blocking prime-time, the brand integrated its campaign message across all eight prime-time shows including Kumkum Bhagya, Bhagya Lakshmi, Kundali Bhagya and Main Hoon Aparajita, simultaneously on ZeeTV as well as its digital counterpart Zee5.
The episodes were interrupted with ten-second branded videos themed around various emotions and settings, contextual to the content playing out in the episode. This engaging rollout took place over three consecutive days, establishing a unique connection with their core target audience across Hindi-speaking markets.
Alongside the ZeeTV & Zee5 disruption, Parachute Advansed Gold is also activating contextual ads before trending videos on YouTube with over 300 Parachute Advansed Gold creatives which team WPP has created in real-time, in sync with the trending content.
Marico Ltd. chief marketing officer Somasree Bose Awasthi said, “Over time, Parachute Advansed Gold has built a strong, trusting bond with its consumers through effective communication and consistent product quality. Our latest campaign for Parachute Advansed Gold #NoBaalBanka, aims to disrupt the clutter of summer campaigns with a strong, contextually placed message to surprise and connect with our consumers when they are highly engaged. This, we believe, will help us establish a genuine connection while leaving a lasting impact”.
Madison Media Ultra chief operating officer Jolene Fernandes Solanki said, “At our agency, we are constantly seeking innovative ways to break through the clutter and engage audiences effectively. The #NoBaalBanka campaign for Parachute Advansed Gold showcases our expertise in Contextual Interruption Marketing, creating disruption during the summer season. By integrating the brand seamlessly into popular serials both on TV /OTT and through trending YouTube videos. We have successfully connected with the target audience. We are proud to have collaborated with Marico & Zee on this unique and engaging campaign”.
Zee Entertainment Enterprises Ltd chief growth officer Ashish Sehgal said, “As a pioneer in the Indian media landscape, Zee has always been at the forefront in delivering innovative advertising solutions for its esteemed clients. We are delighted to partner with Marico for its #NoBaalBanka campaign leveraging a unique Contextual Interruption Marketing format on Zee TV and Zee5. This is a first-of-its-kind solution on Zee TV making it a very special campaign indeed. I’m excited to team up with Marico on this unique campaign which is sure to resonate deeply with the audience.”
The rollout of the #NoBaalBanka campaign on ZeeTV and Zee5 was activated for three consecutive days during prime-time shows. The YouTube campaign will span two weeks, immersing the brand in popular cohorts to ensure maximum reach and engagement.
NATIONAL: Amazon Ads has laid out a sharply tech-led vision for the advertising industry in 2026, arguing that artificial intelligence, streaming TV and creator partnerships will combine to turn brand building into a more precise, performance-driven business.
At the heart of the shift, the company says, is the fusion of AI with Amazon’s vast trove of shopping, browsing and streaming signals, allowing advertisers to move beyond blunt reach metrics to campaigns designed around real customer behaviour.
“The future of advertising is not about reaching more people, but the right people with messages that resonate,” said Amazon Ads India head and vice president Girish Prabhu. “By combining AI with deep customer insights, we help brands move from broadcasting campaigns to having meaningful conversations wherever audiences spend their time.”
One of the biggest changes, according to Amazon Ads, will be the collapse of the wall between media planning and creative development. Retail media, powered by first-party data, is increasingly shaping everything from brand discovery to final purchase, pushing marketers to design campaigns around audience insight rather than internal instinct.
AI is also moving from a support tool to a creative engine. Agentic AI, which automates and accelerates production, is expected to make high-quality creative accessible even to small businesses, compressing weeks of work into hours and giving challengers the ability to compete with larger brands on speed and scale.
Behind the scenes, AI-driven analytics will take on a bigger role in campaign optimisation, identifying patterns, spotting opportunities and recommending actions that would previously have required teams of analysts.
Streaming TV is another big battleground. With India’s video streaming audience now above 600 million and connected TV users at 129.2 million in 2025, advertisers are set to treat streaming not just as a branding channel but as a performance engine, measured increasingly by sales, sign-ups and bookings rather than just reach.
Finally, Amazon Ads sees creators and contextual advertising reshaping how brands tell stories. Creators will act less like influencers and more like long-term partners, while scene-aware ads on streaming platforms will allow brands to insert hyper-relevant offers into the flow of what viewers are watching.
Taken together, Amazon Ads argues, these shifts mark a move towards advertising that is both more human and more measurable, where AI handles the complexity, and creativity does the persuading.
