Parachute Advansed Body Lotion unveils a new campaign

20 Dec,2016

By A Correspondent


Parachute Advansed Body Lotion (PABL) has launched its latest digital campaign. The digital video portrays how society comments on the choices the modern day woman makes. It begins with people along the street ogling at a girl wearing a short skirt, to another girl wearing a sleeveless tee-shirt. It transitions to the next scene where the girl is advised to cover herself with a ‘dupatta’ as the voiceover goes – “Sunoh, issey dupatta pehnao”.


The campaign then portrays different scenes, wherein the modern woman faces scrutiny. From wearing backless clothes, to revealing dresses, to tops that attract attention, the judgement keeps pouring in. It ends with a girl being judged for wearing ‘aunty wale kapde’ as she dresses conservatively, and finally a woman wearing traditional clothes rides away on a motorcycle as the voiceover goes – “zyada bano mat…zyada tano mat”. Through the subtle sarcasm, the campaign communicates that the judgement of society should never stop women from being their real selves, rightfully capturing the essence of PABL.


Commenting on the launch of the digital campaign, Anuradha Aggarwal, Chief Marketing Officer, Marico Limited said, “With this campaign, PABL reinforces the belief that she has the freedom to wear what she wants and be truly confident in her skin, both literally and metaphorically.”


Said Suraja Kishore, National Head Planning, McCann: “India is changing. At the heart of the change are its women. When we met with women across big and small towns we realised that women have changed, society has not. The revelation was that women are making changes despite odds and social hypocrisy. They are increasingly becoming comfortable and confident with their new-found identities and newer roles. In a culture like ours brands have to move on from being an ‘enabler’ to a ‘believer’. Parachute Advansed Body Lotion believes in the fact that today’s women are confident in their skin. They are confidently wearing what they please. As a believer brand we are celebrating this new narrative and we are certain this will bring the brand closer to our consumers.”


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