By A Correspondent

Marico Limited’s premium Parachute Advansed brand has launched a campaign for Pongal 2021. Showcasing different hair looks that exemplify different forms of expression, Parachute Advansed urges women to express their authentic self.

Conceptualised by VML Y&R, against the backdrop of Pongal, the new TVC depicts various women in their festive looks.

Speaking on the new campaign, Koshy George, Chief Marketing Officer, Marico Limited said: “Parachute Advansed has always been every woman’s ally in her journey of creating a unique identity. With nurturance and authenticity at the core, it has enabled today’s women to express themselves. This year on Pongal, the brand aims to celebrate them through a distinctive campaign that brings to life this unique personification forging a deeper connect.”

Added Venkatagiri Rao, CCO, VMLY&R SEA & India: “For Pongal, we wanted to send out a message that even the most revered traditions only become more rich and alive when people add their own colour and spin to it. The Parachute Advansed campaign invites women to celebrate Pongal by unabashedly celebrating their own identities and hair choices. As a hair care brand, it’s important to support those who don’t have that freedom of self-expression, even in this day and age, by putting the topic out there and leaning into it. Thanks to the unique and robust Tamil style of music that underpins the campaign, a topic as everyday as hairstyles gets infused with unbridled energy and flair that feels very uniquely Tamil, and also gets the spotlight it deserves.”