Ad Campaigns
Parachute’s #DearWinter campaign inspires women to love winter again
NEW DELHI: With their latest campaign #DearWinter, VMLY&R India and Marico’s hair-nourishment brand Parachute Advansed Hot Oil address the love-hate relationship that women have with winter thanks to dry winter hair, and help them enjoy the chilly season all over again.
Winter is a season to look forward to for so many reasons – it’s the season of love and weddings, a time to revel in winter fashion, and of course, festive family reunions, among others. Unfortunately, winter hair is the spoiler. Women dread the dry hair and split ends that come hand-in-hand with the season. Unfortunately, the season when women want to be seen at their best is exactly when their hair is at its worst.
Marico CMO Koshy George said, “With #DearWinter, we aimed to show this sometimes strenuous relationship between a woman and her hair especially during the time of winter and how Parachute Advansed Hot Oil is the ideal companion to achieve perfect hair even during the dry and cold months of winter.”
Conceptualised and executed by VMLY&R, #DearWinter tells the story of a girl’s fraught relationship with winter, as a troubled ode to the season.
“All it just takes is just one bad hair moment to ruin a day. And winter is one long bad hair day turned into an endless bad hair season. It’s ironic that during what is arguably the most beautiful season of the year, is when women’s hair troubles are at their peak. So, with this campaign, we captured this fraught relationship that girls have with the season, as a ‘lover’s quarrel with winter’. And bring alive the winter hair troubles in a way that every girl can relate to.”, said VMLY&R Asia CCO – SEA and India Venkatagiri Rao.
The campaign was launched with a digital film and in partnership with nine influencers (Shivangi Joshi, Dhanashree Verma, Kanika Mann, Arishfa Kan, Sameeksha Sud, Ashna Zaveri, Yukti Thareja, Steffi Cyril, and Nisha Bano) and includes digital assets on social media.
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.
