1. Marico moves two brands to BBH
By Ashwini Gangal, afaqs!, Mumbai,
June 03, 2011 Section: News Category: Advertising
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BBH is already the creative partner for five of Marico's brands -Parachute
Therapie Hair Fall Solution, Parachute AdvansedAfter Shower, Parachute
Advansed Starz, Nihar Naturals, and Mediker.
The creative mandate for two of Marico's hair care brands -- Hair & Care and Silk & Shine -- has
moved to BBH.
Regarding the shift, the concerned spokesperson at Marico tells afaqs!, "Marico has shared a
great partnership with the team at BBH India over the years. This development is in line with our
idea to consolidate our brands and deepen our association with our creative partners. We look
forward to their continued value-addition to our campaigns."
Regarding Rediffusion-Y&R, which handled the brand till now, the spokesperson adds, "It has
done great work and we wish the agency all the best."

2. BBH is already the creative partner for five of Marico's brands --Parachute Therapie Hair Fall
Solution, Parachute AdvansedAfter Shower, Parachute Advansed Starz, Nihar Naturals, and
Mediker. Prior to BBH, Mediker was handled by McCann Erickson, and Publicis Ambience,
Mumbai, was responsible for hair oil brand Nihar Naturals and the Parachute brands -- Therapie
Hair Fall Solution, Advansed After Shower and Advansed Starz.
Currently, McCann Erickson has the creative mandate for Saffola, Shanti Amla and Parachute
Coconut Oil.
Some of the other agencies that have been associated with Marico in the past include Bates 141
(then Bates Enterprise), Grey Worldwide, Alok Nanda & Company, and SSC&B Lintas (which
was later re-christened Pickle Advertising).
Madison continues as the media AoR (Agency of Record) for Marico.
Notably, the Kolkata-based consumer product giant Emami awarded Rediffusion the creative
mandate for two of its flagship brands, Boroplus and Zandu, last month.
Tags: Marico, Hair & Care, Silk & Shine, Rediffusion, BBH, Madison, Kaya, Emami
Media/Origin: Print / Indian
Product Group: Cosmetics | Toiletries | Personal care
Brand: Parachute Advansed
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3. Need creative ideas for your next campaign? Visit www.imagesbazaar.com right away.
Advertiser: Marico Limited
Advert title(s): Deepika Padukone
Creative Agency (Name, City, Country): McCann Erickson , India
Uploaded by: superman
This ad has been viewed: 1138 time(s)
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Parachute Advansed
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4. Need creative ideas for your next campaign? Visit www.imagesbazaar.com right away.
Uploaded By superman on 02-01-2012
Views: 3004 Recommend | Share this ad
Media/Origin: TV / Indian
Product Group: Cosmetics | Toiletries | Personal care
Advertiser: Marico Limited
Advert title(s): Nargis Fakhri
Creative Agency (Name, City, Country):
Creative ShowcaseHome / Print / International / Services
Media/Origin: Print / International
Product Group: Services
Brand: McCann Erickson
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5. Need creative ideas for your next campaign? Visit www.imagesbazaar.com right away.
Advertiser: McCann Erickson
Advert title(s): W
Creative Agency (Name, City, Country): Mccann Erickson , Budapest, Hungary
Uploaded by: superman
This ad has been viewed: 519 time(s)
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6. Creative ShowcaseHome / Print / International / Services
Media/Origin: Print / International
Product Group: Services
Brand: McCann Erickson
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Need creative ideas for your next campaign? Visit www.imagesbazaar.com right away.
Advertiser: McCann Erickson
Advert title(s): A
Creative Agency (Name, City, Country): Mccann Erickson , Budapest, Hungary
Uploaded by: superman
This ad has been viewed: 530 time(s)
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7. Creative ShowcaseHome / Print / Indian / Cosmetics | Toiletries | Personal care
Media/Origin: Print / Indian
Product Group: Cosmetics | Toiletries | Personal care
Brand: Parachute Therapie
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Need creative ideas for your next campaign? Visit www.imagesbazaar.com right away.
Advertiser: Marico
Advert title(s): Comb
Creative Agency (Name, City, Country): India
Uploaded by: superman
This ad has been viewed: 1291 time(s)
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8. Parachute Advansed Ayurvedic continued its winning streak by getting a Gold in the ‘Best Use of Print’ category.
Marico won Silver award for Parachute Advansed Ayurvedic at the APPIES 2012
We also won two out of four of the Best Presenter Awards for Saffola World Heart Day and Parachute Advansed Ayurvedic.
Parachute Advansed (Reliance Mobile Morld)
Submitted by System on Mon, 01/28/2008 - 09:19
Parachute Advansed's Gorgeous Hamesha on Reliance Mobile World
Company:Reliance Mobile World
Brand:
Parachute Advansed
Background:
Parachute Advansed coconut hair oil, which comes with a fruity fragrance is the latest introduction from Marico. In its pursuit
to keep the brands relevant to every generation, Marico launched Parachute Advansed coconut hair oil in 2004.
Parachute Advansed coconut hair oil comes packed in a sleek looking, light blue translucent bottle. Parachute Advansed
coconut hair oil is for the all-aware young Indian woman who is demanding as she knows that there are a slew of other
brands available to her. She does not appreciate sticky and smelly hair oils. This insight into consumer needs is what drives
Parachute Advansed coconut hair oil. It therefore has a pleasantly fruity fragrance that easily lends it to being ideal for young
professionals at work and at play.
This year they relaunched the same with the „Gorgeous Hamesha‟ Campaign.
Goals:
To break free from traditional campaigns for hair oil which generally promise silky hair, purity of oil, non-sticky oils etc…

9. The USP of this campaign was the clutter breaking GORGEOUS HAMESHA song used in the TVCs, Radio etc.This song
really is a soft, hummable & a romantic expression of the gorgeous looking Indian women.
With jingle as the differentiator in the heavily cluttered Hair Care market, Parachute Advanced had a good thing going….
What the brand now required was leveraging this campaign on the Reliance Mobile World platform.
How we crafted out a unique solution: Users of Reliance Mobile World‟s Voice Portal were given an opportunity to hear &
dedicate this song to their gorgeous partners.
Solution:
Since the objective was to provide an opportunity to hear the jingle, we suggested that voice platform would be the most
interactive which can be then supported by the data platform i.e. Reliance Mobile World.
Out of 28 million active subscriber of Reliance Mobile, there are many millions users of the Voice Portal service which can
be accessed by Dialing 1234 from their phones.
Execution:
Amongst the host of services available on our Voice Portal, one of them is Play a Song. Through this application you can
hear & dedicate any song available under different genres such as Romantic Hits, Bollywood Top 10, International Hits
etc.After hearing the same you can also send this song along with a personalized message to your loved one.
For the receiver, this comes as an incoming call from the sender‟s mobile no. After he/she answers the same, first he / she
can hear the personalized message of the sender which is then followed by the dedicated song.
We deployed the Gorgeous Hamesha song under the Romantic Hits category the idea being that we have a focused &
targeted set of consumers who already have come to hear a Romantic Song.
In order to drive traffic & create awareness amongst the other set of consumers, we initiated the following:
Amongst the general set of Voice Portal users who use the „Play a Song‟ application, we modified the welcome prompt
which said “Welcome to Play a Song....You can dedicate the Gorgeous Hamesha song available in the Romantic
category”.
Reliance Mobile World is the data platform of the host of Value Added Services that is provided by Reliance Mobile.
This contains different genres of content such as Ringtones, Movies, Mobile TV, and Devotional etc...

10. Again in order to create awareness amongst the relevant TG for this song dedication, we deployed the Parachute Advansed
Gorgeous Hamesha WAP Banner within the Ringtone section of Reliance Mobile World.
MARICO INDUSTRIES
With objective of creating awareness for With objective of creating awareness for Parachute Coconut Oil
pouches in towns lessParachute Coconut Oil pouches in towns lessthan 20,000 population in tamil nadu
& in order than 20,000 population in tamil nadu & in order to convert loose oil buyers into parachute
pouchto convert loose oil buyers into parachute pouchcustomer,customer,Marico launched a van
campaignMarico launched a van campaign. The. Thecommunication strategy focused on
gettingcommunication strategy focused on gettingwomen out of their homes to participate in
vanwomen out of their homes to participate in vancampaign, which was aimed exclusively for
themcampaign, which was aimed exclusively for them& for the first time conducted by women.& for the
first time conducted by women.
MARICO INDUSTRIESMARICO INDUSTRIES
RESULT FOR CAMPAGINRESULT FOR CAMPAGIN::
A study by Marico revealed that 25%A study by Marico revealed that 25%conversion from loose coconut
oilconversion from loose coconut oilusage to Parachute pouch pack, postusage to Parachute pouch
pack, postvan campaign & a substantialvan campaign & a substantialincrease in sales from
campaignincrease in sales from campaignareas.areas.
Marico launches its first ever corporate campaign – ‘Uncommon
Sense’
By exchange4media Mumbai Bureau
Thursday,Jan 26, 2006
FMCG major Marico Ltd has launched its first ever corporate advertisement campaign, which highlights the uncommon
sense in its approach and serves as an invitation for the best talent to join Marico in its future growth journey.
Titled „Uncommon Sense‟, the ad campaign has been created by Bates India and is based on the insight that it is the
unique paths taken by the firm in manufacturing, marketing and employee management that has been critical in

11. establishing as the one of the leading FMCG companies of India. The campaign is probably the first by an FMCG
company focused towards attracting and enhancing talent.
“Marico‟s journey into the league of top FMCG companies in the country has been tremendous. It is probably the
youngest company in the peer group and yet one that has achieved a lot in that short time. Also its abilities as a
wonderful place to work for and as a career custodian are under-leveraged gap which we can use to attract talent,” said
Harsh Mariwala, Chairman and Managing Director, Marico Ltd, on the need for the campaign.
He added that like its journey in the past, Marico believed that its future ambitions would be scaled by talented
individuals with the zest for entrepreneurship and desire for growth. These two factors form the premise for the
campaign.
The commercial features one of Marico‟s own brand managers. “We realised that the passion with which people drive
business is very unique to Marico and that only an employee can bring alive the fire and passion that was required in the
film,” said Subhash Kamat, CEO of Bates, “When we screen tested Aparna Roy, a Brand Manager at Marico with other
models, we found her to be vastly better than others, simply because of the Marico spark that she brought to the film.”
Marico has set itself the objective of doubling its turnover to Rs 2,000 crore in the next four years. It has been aggressive
on growth on existing brands as well as new product initiatives and businesses like Kaya Skin Clinic, etc. At its core, as
the company states, is still a warm, participative and open culture, making it amongst the best rated companies to work
for.