Parachute Advansed takes to TikTok for #ChampiBeats campaign

#ChampiBeats by Parachute Advansed Hair oil on TikTok aims to help people bond over the age-old champi leveraging the platform for beats & music.

Marico Limited’s hair-nourishment brand, Parachute Advansed, has launched #ChampiBeats, a campaign to encourage consumers to use the lockdown time to bond with their loved ones over a ‘musical’ champi. The brand has roped in renowned TV celebrities and influencers for the campaign.

The brand hosted the #ChampiBeats challenge on TikTok, encouraging consumers to give a champi to their loved ones. Prominent TV celebrities such as Bharti Singh, Anita Hassanandani, Hina Khan, and Deepika Singh, as well as key TikTok influencers, took up the challenge and created champi videos with their family members, and then encouraged their fans to do the same.

@bhartifrozen

Champi is more fun with ##ChampiBeats @parachuteadvansed Do champi with a dear one. Pass on & tag friends

♬ Champi Beats - Parachute Advansed

@awezdarbar

Champi is more fun with ##ChampiBeats @parachuteadvansed Do champi with a dear one. Pass on & tag friends ?

♬ Champi Beats - Parachute Advansed

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Speaking about this campaign, Koshy George, Chief Marketing Officer, Marico Limited said, “Parachute Advansed is a brand that stands for care and nurturance, and shares an extremely strong connect with its consumers. During the on-going lockdown, we felt that the brand can help people make the most of their togetherness, while also helping them deal with the stress of the situation.. We launched Parachute Advansed #ChampiBeats on TikTok to turn the ‘champi’ from a mere oiling ritual to a fun and memorable shared experience with loved ones. In collaboration with celebrated stars, we wish to connect with our consumers in a unique and playful way, while staying true to the core value of the brand which is providing superior nourishment.”

Conceptualized by VMLY&R, #ChampiBeats uses the sound element of TikTok, to help users give a musical champi. It challenges people to get creative with their massage techniques and change their champi tempo every 5 seconds with the beat, creating shareable moments for families, friends, and fans.

Venkatagiri Rao, Chief Creative Officer, VMLY&R India & South East Asia, said, “When you have a unique platform like TikTok, you want to stay true to its nature, rather than treat it as a surrogate platform for airing a commercial message. And #ChampiBeats succeeds in co-opting the language of TikTok seamlessly. It is a digital solution that takes an ancient ritual like the champi and completely reinvents it for the TikTok generation. Creating memorable ‘connected experiences’ and connected brands is what we do at VMLY&R, and this is a very good example of that approach.”