Mumbai, 29 July 2026: Marico Limited, one of India’s leading FMCG companies, has unveiled the launch campaign for its new Parachute Advansed Protein Shampoo. Centred around ‘Aisa Kya Hai?’, a playful question that sparks curiosity, the campaign ultimately reveals the source of the protagonist’s effortless confidence: her naturally healthy hair. Through this narrative, the brand shifts the conversation beyond appearances to celebrate the poise, comfort, and positivity that come from feeling good about oneself.
Set against the backdrop of vibrant streets, the film follows a young woman as she navigates familiar moments, drawing curious and admiring glances from those around her as intrigued onlookers find themselves asking, “Aisa Kya Hai?”. Portraying healthy hair as a catalyst for confidence and true to the creative vision, the protagonist’s hair is not positioned as the hero in itself; instead, it serves as an expression of her personality and self-belief. The film culminates with the unveil of the the new Parachute Advansed Protein Shampoo, enriched with the goodness of Aloe Vera and Coconut Milk, reinforcing the brand’s promise of delivering ‘Nature’s Goodness for Beautiful Hair’.
Speaking about the campaign Vikram Karwal, Chief Marketing Officer – India, Marico Limited, said, “We believe healthy hair is much more than a functional benefit; it plays an important role in shaping how women feel about themselves every day. With this campaign, we wanted to move beyond traditional beauty narratives and celebrate the confidence that comes from naturally healthy hair and shows up in the way you carry yourself through everyday moments. As we launch Parachute Advansed Protein Shampoo, this campaign also marks an important step in strengthening our presence across the consumer’s haircare journey. The shampoo category represents a significant growth opportunity for us, and we see the Protein Shampoo range playing a key role in expanding the Parachute Advansed portfolio while bringing the brand’s trust and promise to more consumers.”
Conceptualised by Team WPP and brought to life with Absolute Production, the campaign combines evocative storytelling with visually rich imagery to create an emotional narrative that resonates with modern consumers.
Ajay Menon, President, Team WPP, said, “The thought behind ‘Aisa Kya Hai?’ stemmed from a simple insight: confidence isn’t always loud—it is something people notice and are naturally drawn to. Rather than the conventional before-after hair transformation narrative, the creative approach celebrated a woman whose beauty and presence drew admiration naturally. She turns heads, and leaves people wondering; what is it about her that feels so special and captivating? By building intrigue through curious glances and the recurring question, “Aisa Kya Hai?”, the campaign builds curiosity before revealing that beautiful, healthy hair is the reason behind her effortless confidence.”
The campaign will roll out across TV, digital and social media platforms, inviting consumers to discover what makes naturally healthy hair truly stand out.
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.
