Mumbai, 15 October 2026: Marico Limited, one of India’s leading FMCG companies, has unveiled its latest ad films for Parachute Advansed Body Lotion, bringing to life the thought, “Softness Aisi, Dil Dhoondhe Choone Ke Bahane,” and showcasing how softness can become a part of everyday moments of warmth, affection and connection.
Built around the everyday chemistry of a couple, the films find a playful new reason to get closer. A brush of the hand, an unexpected touch, or a moment that lingers a little longer transforms soft skin from a functional product benefit into a catalyst for affection, light-hearted mischief and the small moments of intimacy that make relationships special. Through humour, relatability and chemistry, the campaign demonstrates how a tangible skincare benefit can take on deeper emotional significance, creating memorable moments of connection.
The films build on the brand’s formulation, enriched with Pure Coconut Milk, designed to go 10 layers deep for irresistibly soft skin that stays moisturised for 72 hours.
Commenting on the campaign, Vikram Karwal, Chief Marketing Officer – India, Marico Limited, “Softness is one of the most desired benefits in skincare. With Parachute Advansed Body Lotion, we wanted to elevate softness beyond a functional outcome and explore how it translates into everyday moments of warmth and connection. The films bring this insight to life through relatable expressions of affection between a couple. By connecting product performance with real-life experiences, we aimed to make the brand promise more meaningful, memorable and emotionally resonant, helping foster deeper consumer affinity and brand love.”
Conceptualised by Sociowash, the campaign films will roll out across digital platforms for audiences in Delhi NCR, Bangalore and Hyderabad.
Himani Mangtani, Business Head – Mumbai, Sociowash, said, “The most relatable stories often come from the simplest, everyday moments. With Parachute Advansed Body Lotion, the idea was to bring alive the benefit of softness through a familiar moment of closeness between a couple, with the song naturally weaving the product benefit into the narrative. This approach allows the brand message to become part of the story rather than just a product claim, making it feel warm, relatable and memorable. That’s the power of insight-led creativity – finding engaging ways to make product benefits resonate in everyday life.”
Through this campaign, Parachute Advansed Body Lotion aims to strengthen its association with irresistibly soft skin while building a deeper emotional connection with consumers..
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.
