NATIONAL: Marico Limited has launched a culture-heavy Holi campaign for Parachute Advansed Gold Coconut Hair Oil, urging consumers to stop dodging colour and dive straight in. The line is punchy: Na na wali nahi, nariyal wali Holi
The premise is simple. Many revellers hold back during Holi for fear of hair damage. Marico’s pitch is that coconut oil protection removes that anxiety, turning hesitation into abandon.
The integrated campaign spans a digital film, dermatologist-led explainer reels on the science of pre-Holi oiling, influencer content, curated starter kits and an on-ground splash at Mumbai’s Marine Drive featuring creators Prannay Joshi and Sneha Namanandi. Each touchpoint reinforces the brand’s refrain: do not run from colour; run towards it.
The hero film, conceptualised by Tonic Worldwide, shows women charging into clouds of pigment: a visual metaphor for fearlessness backed by hair care. The tone is festive, but the strategy is calculated: blend cultural relevance with functional reassurance.
Marico Limited chief marketing officer – India Vikram Karwal, said Holi’s exuberance often comes with concern over hair damage. The campaign, he added, reframes protection as freedom: an invitation to celebrate without restraint.
Marico, listed on the BSE and NSE, reported turnover of $1.3 billion in FY 2024-25. Its portfolio spans Parachute, Saffola, Livon, Beardo and other beauty and wellness brands, with international markets contributing about 25 per cent of group revenue.