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.
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.
