Ad Campaigns
Parachute Advansed launches distinctive campaign
MUMBAI: Parachute Advansed, a brand that stands for nurturance, beauty and care, has launched a new campaign for its Hot Oil – #MagicOfWarmth. As the brand strengthens its market footprint across the country, the campaign aims to evoke a strong emotional connect with consumers and increase its core functional facets.
Parachute Advansed Hot Oil is a product made of coconut oil and enriched with ayurvedic warming oils. It’s self-heating property repairs dryness, dullness and fizziness and restores the damage that winter causes to hair. In order to establish this proposition of a warming oil in the mind of the new age consumer, the campaign thought of #MagicOfWarmth: which not only builds on the product proposition, but amplifies it through a brother-sister relationship in a digital film. The film draws parallels between the functional ‘dry hair’ problem to ‘dry relationships’ in life, which too can be easily repaired with the healing power of warmth. The mother brand Parachute Advansed, having been very strongly associated with its benefits on hair, makes it easier for the narrative to stay true to the concept – #MagicOfWarmth.
The digital video showcases a typical relationship between two siblings that has moments of love and hate. The film commencing with the brother’s alarm disturbing the sleep of his sister, goes on to play scenes that portray their strained relationship whereby the brother leaves his dirty laundry out in the open, uses up all the petrol in the car, and indifferently interprets his sister’s foul mood as an outcome of a break-up; building up to a showdown between the two especially at a time when sister has just experienced heart break. The ad concludes with the brother being there for her and giving a relaxing head massage with Parachute Advansed Hot Oil while a voiceover says – Rishtey ho ya baal, har rukhapan door ho jata hai, bas thodi si warmth se.
Parachute Advansed has always evoked a profound connection with its consumers which span from young millennials to middle aged rural audiences. As the younger, digital savvy audience moves to conversations and content (from pure advertising), digital films like these gives the brand a chance to reinforce this emotional connect.
Marico Limited CMO Anuradha Aggarwal said, “Parachute Advansed Hot Oil is a self-warming oil that works on intense dryness – a phenomenon that maximises in winters. The communication narrative was inspired by the fact that relationships, just as the case with hair, are filled with moments of dryness and strain which can be fixed with a little bit of warmth. Thus, through this campaign, the brand aims to build emotional resonance and establish its functional relevance amongst the consumers.”
McCann Worldgroup India NCD Pradyumna Chauhan says, “The task for us was to create an emotional bond with viewers and draw relevance for the brand. Our script achieved just that by putting the endearing act of hair oiling in winter with ‘Hot Oil’ right at the center of it. The sibling relationship was the other thing that made the narrative beautiful. Directed well, and backed by a powerful score, we are glad it is already making a great impact.”
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.
