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Mother’s tradition

Mother’s tradition
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First Published: Fri, Jul 23 2010. 08 59 PM IST
Updated: Fri, Jul 23 2010. 08 59 PM IST
REVIEWERS: MANISH BHATT AND RAGHU BHAT
With around 13 years experience in advertising, Manish Bhatt and Raghu Bhat, founder-directors of Scarecrow Communications Ltd , have worked on brands such as Cadbury, Wonderbra and Vaseline.
CAMPAIGN
The new campaign for Parachute Advansed shows a girl growing into a young woman. The ad talks about how she grows each day through her experiences, her mistakes, her interactions. The ad focuses on the premise that it is good to grow. And Parachute Advansed will help your hair grow.
What did you think of the ad?
Most women believe that oils based on natural ingredients are high on “goodness” but slightly low in efficacy and immediacy. Hence, one can understand perfectly why a proven brand like Parachute Advansed has chosen to talk about how effective it is (makes hair grow three times longer). The next thing to note is, this is not an ad for Parachute, but for a variant called Parachute Advansed. Smart thinking again as the efficacy claims for Advansed will invariably rub off on the mother brand. Most brands would dazzle you with equations and fancy shots of oil seeping into the epidermis, but Parachute does this by drawing an analogy between personal growth and hair growth. This is apt as aage badhna is a relevant insight for women across India. By choosing to whisper when every other hair brand is shouting about its efficacy claims, Parachute shows itself to be a confident brand. The treatment of the ad is “real”, true to the brand’s ethos.
Does the ad do justice to the brand’s iconic stature?
For years, Parachute was a bottled version of mother’s nourishment for her daughter’s hair. Then it successfully made the “mother” of all transitions—into a beauty brand. This helped the brand grow. Every woman believes that her hair is the best when she’s young. She reacts well to a brand (or a man) that can make her feel beautiful. So the absence of beauty cues is kind of mystifying. Other than that, Parachute has been a brand about inner beauty.?So the use of an introspective voice-over is very appropriate.
What must an agency keep in mind while working on a category such as hair oil?
Oils are fighting for dressing-table space with shampoos. Coconut oils are fighting for dressing-table space with almond and amla oils. Oil application time is fighting with gym time and sleeping time. Oils based on natural ingredients promise “preservation of natural goodness” of hair. Shampoos promise “transformation”. For natural oils to succeed, they need to promise a bit of both. So beauty cues are a must. Also, oil application is seen as messy and time-consuming—a problem. There’s an opportunity to reposition it into a relevant solution.
As told to Gouri Shah.
gouri.s@livemint.com
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First Published: Fri, Jul 23 2010. 08 59 PM IST