Parachute Advansed 's Pongal campaign celebrates women who choose to be themselves

Showcasing different hair looks that exemplify different forms of expression, Parachute Advansed urges women to express their authentic self this Pongal.

Parachute Advansed once again emphasizes the importance of hair and the role it plays in defining a woman’s identity, through the newly launched campaign.

The campaign is based on the thought that hair is not just core to a woman’s appearance but also her personality. It is a statement, a means to self-expression, and symbolizes her feelings, moods, and her true authentic self. With this understanding of a woman’s relationship with her hair, Parachute Advansed’s latest campaign urges women to wear their hair their way, this Pongal, and also give it the signature festive touch by adorning them with flowers.

Conceptualised by VML Y&R, against the backdrop of Tamil Nadu’s hugely celebrated festival, Pongal, the new TVC depicts various women in their festive looks. Be it a traditional braided hairdo or a Thalaivar-inspired look – each woman is shown expressing their identity through their self or in this case, their hair.  With catchy tunes and a festive playout, the campaign conveys how women express their authentic self through their hair.

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Speaking on the new campaign, Koshy George, Chief Marketing Officer, Marico Limited said, “Parachute Advansed has always been every woman’s ally in her journey of creating a unique identity. With nurturance and authenticity at the core, it has enabled today’s women to express themselves. This year on Pongal, the brand aims to celebrate them through a distinctive campaign that brings to life this unique personification forging a deeper connect.”

Venkatagiri Rao, CCO, VMLY&R SEA & India says, “For Pongal, we wanted to send out a message that even the most revered traditions only become more rich and alive when people add their own color and spin to it. The Parachute Advansed campaign invites women to celebrate Pongal by unabashedly celebrating their own identities and hair choices. As a haircare brand, it’s important to support those who don’t have that freedom of self-expression, even in this day and age, by putting the topic out there and leaning into it. Thanks to the unique and robust Tamil style of music that underpins the campaign, a topic as every day as hairstyles gets infused with unbridled energy and flair that feels very uniquely Tamil and also gets the spotlight it deserves.”