Saffola Oils

Dil Se Khao, Saffola Wala Khana Hai
(Eat to your heart’s content, the food is made with Saffola)

People often struggle to stay fit and adopt healthier habits. In this struggle, they end up having a tumultuous relationship with their food. While they may love food, they often deny themselves the very food they love, if they perceive it to be unhealthy.

Saffola’s new campaign inspires people to make their pursuit of health easier and more enjoyable. It encourages people to eat their favourite food cooked in Saffola Oils. Through its range of edible oils, Saffola endeavours to make every meal ‘heart healthy’ so that people can enjoy what they eat. The new campaign was kicked off with a TVC along with print and both online and offline activation of retail platforms. Through this campaign the brand continues to encourage people to take the right steps towards a healthy heart and healthy lifestyle.

Parachute Advansed Ayurvedic

Recommended by Lakhs of Women

Parachute Advansed Ayurvedic's new campaign celebrates the credible voice of real consumers, leveraging a disruptive packaging format that showcases images of consumers with their name and city on the product pack. Given the multitude of options for consumers with varied propositions in the same category, Parachute Advansed Ayurvedic took a differentiated approach to bring on board real consumers as true ambassadors and custodians of the brand. The brand’s website and outdoor hoardings in their respective cities showcased recommendations and testimonials from the users. On the back of true testimonials and innovative product packaging, the brand educated consumers on the efficacy and superior quality of the product and urged them to choose their hair oil based on real facts and recommendations.

Parachute Advansed Jasmine

Sur Se Shine Tak - Enabling 'Invest to shine'

With an aim to make a difference in the lives of its core audience - the youth staying in smaller towns who have a strong desire to shine in life, but don’t have the confidence and guidance to achieve their aspirations, this year, Parachute Advansed Jasmine created a talent platform called 'Sur Se Shine Tak' to find musical talent and give them an opportunity to chase their dreams by providing a mentor. In partnership with 9XM (an Indian music channel), over 3000 submissions were received this year. The selected candidates will be mentored by Bollywood singer Palak Muchhal and will be showcasing their talent via individual music videos.

This is a long-term commitment in line with the brand‘s purpose of 'Invest in yourself to shine' or simply, 'Love Jatao, Shine Jagao.' What sets this initiative apart from other musical shows is that the objective is not only to hunt for talent but also enable the youth to succeed - find people who are passionate about music, help them be the best version of themselves and enable them to succeed by creating original musical content with them.

Parachute Advansed Jasmine has built this proposition through its mainstream advertising as well with the proposition- 'if you show love to your hair with Parachute Advansed Jasmine, your hair will be so nourished that it will shine.'

Parachute Advansed Coconut Crème Oil

Oil Ka Naya Avatar (new format of oiling)

Marico’s focus on expanding its hair nourishment portfolio through premium innovations that solve the consumer’s unmet needs led to the development and launch of Parachute Advansed Coconut Crème Oil. An ally for the millennial who wish to stay rooted to the tradition of oiling but may not have enough time to make it a habit, Parachute Advansed Coconut Crème Oil oil is a revolutionary innovation that can seamlessly fit in a girl’s busy lifestyle. The range comprises of a crème oil pre-wash nourisher, an intense nourishment shampoo with the softness of coconut milk as well as a post-wash nourishing serum oil. With a unique blend of natural coconut milk and pure coconut oil, crème oil is a new age avatar of oil that gives 100% nourishment of oiling in 30mins along with the convenience of easy application and wash off.

The #OilKaNayaAvatar campaign was kickstarted by Bollywood celebrity Kiara Advani who shared her hair care dilemma through a 'rant video' on Instagram complaining of the lack of time to oil her hair as her mother would want her to do. A few days later, as the campaign gained momentum, Kiara revealed her happiness through a fun 'rap' song on discovering the solution to her hair nourishment needs, #OilKaNayaAvatar - Parachute Advansed Coconut Crème Oil! The Rap video received over 1.3 Million views and the Rant video over 1.5  Million views on Instagram. The product range was launched across all modern and general trade outlets and pharmacies in Maharashtra and Bangalore as well as e-commerce portals such as Nykaa, Amazon and Flipkart nationally.

Saffola FITTIFY

Breakfast to Dinner Healthy Gourmet Range

Debunking the myth that healthy food can’t tickle one’s taste buds, Marico introduced the Saffola FITTIFY Gourmet range specially crafted by nutritionists and curated by celebrity Chef Kunal Kapur. The product portfolio constitutes three distinctive categories with the following products - -Meals – Hi-Protein Slim Meal Shakes, Hi-Protein Meal Soups; Healthy Beverages – Green Coffee Instant Beverage Mix, Superfood Moringa Green Tea; Power  Breakfasts - Superfood Quinoa Poha, Superfood Quinoa Upma, Superfood Millet Upma, Superfood Millet Poha.

Most of the above products are created with plant-based superfoods, with a focus on providing high nutrition in easy and convenient formats. The Meals (Hi Protein Slim Meal Shake & Hi-Protein Meal Soup) have been created using a blend of best in class PDCAAS-1 whey protein and five superfoods namely moringa, quinoa, buckwheat, amaranth and turmeric. The Saffola FITTIFY Green Coffee delivers upto three times the antioxidant power (compared to regular coffee) and is available for the first time in a range of five flavours. The Superfood Moringa Green Tea is a USDA organic, healthy alternative due to the fine balance of green tea +superfood Moringa present in each serve.

Furthermore, those who purchase these products are entitled to a free 30 days nutritionist consultation, health tracking and other value added services on ‘Revofit’, one of India’s leading health and fitness mobile apps.

Coco Soul

Superfood for your Soul -
India’s Finest Vegan Gourmet products

Marico’s launch of Coco Soul marks its first foray into the organic products space with a range of organic, cold-pressed virgin coconut edible oils and a range of healthy coconut-based food products in an effort to provide the health-conscious consumers options that are naturally healthy and derived from the Superfood Coconut.

The portfolio includes a range of Infusion oils for salad dressings, cooking or baking specially curated by celebrity Chef Kunal Kapur. These infusions offer a natural flavour to the virgin coconut oil and are available in three variants – Chilli  Oregano, Curry Coriander and Cinnamon.

The Coco Soul Foods range includes vegan products such as coconut sugar, coconut spreads and coconut chips. The Coco Soul range is curated for mindful individuals who want to indulge in gourmet products while balancing health and taste. The vegan-gourmet products have witnessed strong positive initial reviews from consumers and channel partners alike.

True Roots

First-of-its-kind innovative hair care product

This year, Marico created a category by launching a revolutionary, natural hair care product that Stop^{^} New Grey Hair from the roots- True Roots Botanical Hair Tonic. Hair greying is caused by the reduction of melanin in the hair roots - the natural pigment that gives hair its dark colour. True Roots Botanical Hair Tonic has 100% Natural Actives that increase the melanin levels in the hair roots, thereby delaying greying of hair. It contains apigenin, a natural extract from chamomile flowers. True Roots is dermatologist tested and clinically proven to show no new grey hair post 90 days of daily usage^**. It comes in an innovative spray format that makes everyday application convenient. An aqua based and non-sticky formulation, True Roots fits in perfectly with the lifestyle and comfort needs of its target consumers.

Marico introduced True Roots with Radhika Apte as its brand ambassador. The campaign was designed around innovative formats on TV, print, outdoor, digital, and social media platforms. It was preferentially launched on e-commerce in September 2018 as a digital first brand before scaling up in Modern and General Trade from December 2018.

^ & ** Basis clinical study. Designed for delaying early greying of hair amongst the age group of 18-45 years. Benefits last till usage of product. Continue usage even after greying slows down.

Kaya Youth O2 Oxy-Infusion Range

Daily dose of Skin Pranayam

Marico made its foray into the premium skin care category with the launch of Kaya Youth, a complete skin care range that contains a unique micro-circulation complex which boosts oxygen supply to give a youthful glowing skin.

Oxygen is imperative for life itself, but a lesser known fact is its implication and importance for facial skin. With time, the supply of oxygen to our skin cells depletes significantly and the skin becomes dull, patchy and uneven. The range developed in consultation with skin care experts of Kaya Skin Clinic includes – an Oxy-Infusion day cream, face wash, micellar water and face wipes. Kaya Youth was launched in modern format outlets in the top-8 metro cities and chemist and cosmetic outlets in select cities.

To establish the product proposition of oxy-infusion for youthful glowing skin of the 20s, an innovative format of consumer touch-points was introduced with full-time 'beauty advisors' offering consultations in select modern trade outlets in Mumbai, Delhi, Bengaluru and Kolkata.

Nihar Naturals Shanti Badam Amla Hair Oil

Thank you for making us No.1

Nihar Shanti Badam Amla has always held the cause of children’s education close to its heart and the brand’s unwavering commitment made it a category growth driver over the years. In FY19, the brand cemented its position as the largest hair oil brand in the country by volumes. At the heart of this year’s communication was the 'Thank You’ film which acknowledged the role the consumers have played in making Nihar Shanti Badam Amla the largest hair oil in the country. We also took this opportunity, to extend our gratitude to our trade and channel partners with customised ‘thank you’ letters. With a view to increasing market share in urban centres, the brand activated digital and modern trade for the first time.

Nihar Naturals Hair Oil

Akai Aiksho (One is equal to hundred)

Nihar Naturals Hair Oil, the No.1 hair oils brand in eastern India, caters to progressive Indian women and celebrates their innate strength. This reflects in its campaign ‘Akai Aiksho’ (Bangla phrase which means 'One is equal to hundred'). As part of this campaign, the brand presented real life stories of inner strength of consumers through a talk show on TV and continued to celebrate them with an innovative on-ground event for Durga Pujo across West Bengal. Celebrating the power of Goddess Durga in every woman, Nihar Naturals Akai Aiksho set up unique pujo pandals with 3D installations of only the Dashabhuja (ten hands of Durga) rather than the actual idols of Goddess Durga. A first-of-its-kind activation, women visitors were invited to come on stage and represent Goddess Durga alongside the installation of the Dashabhuja –while they narrated their stories of independence and strength. These women who overcame challenges in their lives to succeed are celebrated and worshipped for their inner strength and resilience, just like Goddess Durga. They are truly 'Akai Aiksho' – one who has the inner strength of a hundred. A special edition 'Akai Aiksho' pack was released during this campaign.

Nihar Naturals ExtraCare Hairfall Control Oil

Extra Care Bina Extra Mehnat (Extra care without extra effort)

The Nihar Naturals ExtraCare Hairfall control oil launched in West Bengal this year is a first-of-its-kind disruptive innovation. The bottle comes with an innovative built-in cap containing a combination of Methi, Sarson, Kalonji, Lauki and Til seeds which get soaked in oil thereby providing the benefit of age-old method of soaking – seeds in oil in a convenient format and helps in reducing hair fall. Filled with the nourishment of these Activ‑seeds, Nihar Naturals ExtraCare reduces hairfall by upto 8X*. Brand ambassador Mimi Chakraborty, a popular Bengali celebrity, has helped the brand gain momentum in West Bengal.

*based on technical study data on hair breakage as compared to untreated hair

Livon Serum

Salon Finish for all Hair Types

One of Marico’s foremost millennial brands, Livon is the perfect companion for today’s girl who wants fabulous hair instantly! For this ‘perfect selfie generation’, looking great all the time has become a norm and in order to make benchmark hair an everyday reality for this consumer, Livon has truly democratised salon finish hair. Bringing alive this proposition, Livon launched three new disruptive formats this year to address millennial hair needs -Livon Serum for Dry & Unruly Hair, Livon Serum for Coloured Hair and Livon Shake & Spray Serum. These new formats have made getting great hair outside of home a reality and aims to occupy a place in the bag of the young girl who is seeking instant and convenient options in all her choices.

Parachute Advansed Petroleum Jelly

With an aim to gain a strong foothold in the skin care category, Parachute Advansed extended its expertise with the introduction of Parachute Advansed Petroleum Jelly in Bangladesh. The differentiated value proposition of Parachute Advansed Petroleum Jelly enriched with 'Aloe Vera and Cocolipid' was amplified across television, traditional media, and point of sale display.

Parachute Just For Baby

The ‘Parachute Just For Baby’ baby care range comprising of Just For Baby Oil, Just For Baby Lotion and Just For Baby No Tears Wash was launched in Bangladesh this year.

Formulated with the goodness of natural ingredients like olive oil and almond milk the ‘Just For Baby’ range of products aims to keep babies’ skin smooth and soft. Parents can use  Just for Baby for their little ones without any fear as the range is certified Made Safe^TM and Australian Allergy Tested^TM from  Safe Cosmetics Australia. In addition to this, a renowned American pediatrician Dr David L. Hill has been onboarded as brand ambassador.

The product proposition focuses on the use of natural ingredients and the promise of world class baby skin care expertise.

Marico Salon Sampling Drive

Since hair salons and stylists are key touch points for the styling and hair colour segments, Marico South Africa embarked on an intensive salon drive during the peak summer season. The Marico salon crew visited over 2000 category A (influential) stylists and engaged with stylists on the newly acquired #1 styling brand – Isoplus. Products for trial of the much-anticipated vibrant new shades within Black Chic and Caivil were also shared.

Further to this, a national campaign for stylists was launched where 5 fully kitted hair stations were offered as awards- this included complete Isoplus range of products and hair care tools that a stylist may need. Through this initiative, we aimed to empower aspiring hair stylists to start their own businesses whilst driving product trials for Isoplus.

X-Men for Boss

Activate Your Success

X-Men for Boss is a premium male grooming brand (deodorant, shampoo, hair styling and personal wash) with a differentiated brand proposition of being an 'Enabler of Success'. This year, X-Men for Boss launched a digital led campaign 'Activate your success' focusing on strengthening awareness and driving product trials.

We successfully translated the powerful consumer insight, 'Young men want to fast track to success but don’t know where to start' into the new campaign messaging. With this, the brand delivered phenomenal growth in the year.

X-Men Shampoo Vietnam

Real Man Risk It All

In 2018, X-Men decided to rejuvenate its brand image for its shampoo while strengthening its functional benefits to keep recruiting unisex users. This was brought about by the understanding that men are increasingly moving to Unisex shampoos because of superior functional promise which they believe they need for their hair.

The brand developed the ‘Real Man Risk It All’ campaign to encourage young Vietnamese men to embrace risks in order to achieve their goals. Moreover, the functional messaging of 'Real Shampoo for Real Men', which offers 2X Deep Cleanse and masculine fragrance was communicated effectively. X-Men leveraged this idea across channels, as a result garnering more than 20 Mn views on the iTVC. A strategic partnership with 30Shine, the most popular barbershop in Vietnam, witnessed more than 120,000 consumers join the conversations during the campaign.

Parachute Virgin Coconut Oil

The secret to a healthy and fit lifestyle

Liliane Zaher, a celebrity influencer partnered with Parachute 100% Organic Virgin Coconut Oil in the Middle East. A Clinical Dietician with 300+k followers on Instagram, Liliane talks about healthy ways of dietary routine through her content and has a reach across the key markets in the Middle East. As part of the partnership, she created videos on YouTube, Instagram and the brand’s handle introducing Parachute Virgin Coconut Oil as the secret to her healthy and fit lifestyle, and explains how Parachute is unique because of its coconut goodness. Through the 6 months of the campaign, Liliane will create content on the use of the product, where she talks to her audience on how they can make their dietary meals healthier. The brand will also publish content on other popular video search platforms such as Mawdoo3, blog portals such as Nawae3m, Just Food, and e-commerce platforms such as Souq.com (Amazon).