07 July, 2026, Mumbai: Marico Limited, one of India’s leading FMCG companies, has unveiled the latest campaign for Parachute Advansed Aloe Vera Enriched Coconut Hair Oil. Built around the thought, “Baal Itne Soft, Chooye Bina Raha Na Jaye”, the campaign reimagines softness as more than just a functional haircare benefit, and celebrates its role in fostering warmth, affection and everyday connection.
Featuring actors Abhimanyu Dassani and Monica Chaudhary, the film brings this thought to life through a playful and relatable narrative. Through a series of spontaneous and light-hearted interactions between a couple, it showcases how softness can spark moments of closeness, elevating it into an emotional and social cue that consumers instantly recognise and relate to.
At the heart of the campaign lies the product’s dual-benefit proposition – the nourishment and strength of coconut combined with the conditioning and softening benefits of Aloe Vera, delivering hair that is strong, healthy and irresistibly soft to touch.
Commenting on the campaign, Vikram Karwal, Chief Marketing Officer – India, Marico Limited, said “As a brand, we wanted to move the conversation on softness beyond product performance and place it meaningfully within the context of everyday life. The campaign is rooted in the insight that softness is a desired sensory benefit that consumers immediately recognise and value, making it a powerful way to build both relevance and emotional resonance for the brand. We believe this is an opportunity to bring a more nuanced lens to haircare communication, making it more relatable and engaging for consumers.”
Sharing the creative thought behind the campaign Ajay Menon – President, Team WPP said, ‘’Softness isn’t just a hair benefit; it’s a human emotion. That’s why we created a film around those instinctive moments of warmth, playfulness and affection. We dramatized the effect of Aloe Vera, by celebrating the spontaneous urge to touch irresistibly soft hair. This way we transformed Aloe Vera’s functional benefit into an everyday emotional experience’’.
The launch will be supported through a multi-platform media strategy spanning television, digital video and social media, further strengthening the brand’s positioning around softness that goes beyond haircare and becomes a catalyst for connection.
Production House Credits:
Production House: Little Lamb Films
Founders: Bauddhayan ‘Buddy’ Mukherji & Monalisa Mukherji
Director: Joyna Mukherjee
Producer: Shivin Jain
About Marico Limited
Marico (BSE: 531642, NSE: MARICO) is one of India’s leading consumer goods companies operating in the global beauty and wellness categories. During FY25-26, Marico recorded a turnover of ₹ 136.1 billion (USD 1.5 billion) through its products sold in India and chosen markets in Asia and Africa.
Marico touches the lives of 1 out of every 3 Indians, through its portfolio of brands such as Parachute, Saffola, Hair & Care, Parachute Advansed, Nihar Naturals, Mediker, Pure Sense, Coco Soul, Revive, Set Wet, Livon, Beardo, Just Herbs, True Elements, Plix, Cosmix and 4700BC. The overseas consumer products portfolio contributes to about 24% of the Group’s revenue, with brands like Parachute, Parachute Advansed, HairCode, Fiancée, Herbsindia, Purité de Prôvence, Ôliv, LASHE Superfood, Candid, Caivil, Hercules, Black Chic, Code 10, Ingwe, X-Men, Thuan Phat and Isoplus.
