Ad Strat: Parachute Advansed Hot Oil

09 Jan,2012

Rahul Mathew, ECD, McCann Ericksonn

 

Name of the Campaign/Ad: Parachute Advansed Hot Oil

 

The Brief: Only Parachute Advansed Hot Oil gives deep conditioning in just 20 minutes

 

Research: No one refutes the goodness of coconut oil, especially when it comes to conditioning the hair. But today’s young women have a grouse with traditional coconut oil – its efficacy takes far too long. They want the same efficacy at a fraction of the time.

 

Parachute Advansed Hot Oil doesn’t just condition your hair. It deep conditions it, and in just 20 minutes.

 

[youtube width=”380″ height=”230″]http://www.youtube.com/watch?v=7dhIxiJCpx8[/youtube]

The thought process behind the creative: There are days when your hair is just not in the mood to listen to you. And that’s when it needs a little more than just a wash. It needs a little deep conditioning. Just to make it more manageable and a lot more cooperative.

 

Media vehicles chosen: TV, Print, Outdoor.

 

Key issues kept in mind while executing the ad: Imagery and visual language which is differentiated from the hair oil category. A relatable, relevant set-up which the audience can identify with.

 

Does the treatment do justice to the brief?
It captures a relevant emotion in a young woman’s life. And the brand comes as a quick, efficacious and effortless solution.

 

What according to you is the differentiating factor about the campaign: It talks of all the goodness of hair oil with an imagery that’s young and aspirational. And it’s been seamlessly integrated into the film, even in the track that has been used. It’s from a 1960s film called Mere Sanam. A classic track made contemporary to appeal to today’s generation (by Dhruv Ghanekar), quite like the oil itself.

 

Credits:

Director: Sabyasachi ‘Zap’ Sengupta

Production House: Gingerwater films

Account Management: Loveleen Raina, Pradnya Sengupta, Rohan Parkar, Samruddhi Roge

Creative: Rahul Mathew, Akshay Kapnadak, Trishay Kotwal, Ramchandra Patil, Godwin D’Mello, Deepak Jage

 

Post a Comment 

One response to “Ad Strat: Parachute Advansed Hot Oil”

  1. RM says:

    Who are the two models in the ad?

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