Marico Rolls Out 360° Holi Campaign For Parachute Advansed Gold

Marico Limited has rolled out a high-impact integrated campaign for its flagship Parachute Advansed Gold Coconut Hair Oil this Holi, blending cultural relevance, entertainment and hair care education to encourage consumers to celebrate the festival fearlessly.

Built on the insight that many people instinctively shy away from colours due to concerns about hair damage, the campaign flips the narrative with a bold call to “run towards” colours instead. The thought is encapsulated in the line: “Na na wali nahi, Nariyal wali Holi.”

The 360-degree campaign spans a vibrant digital film, dermatologist-led educational reels explaining the science behind pre-Holi hair oiling, lifestyle influencer content, curated Holi starter kits sent to hundreds of creators nationwide, and on-ground engagement at Mumbai’s Marine Drive led by creators Prannay Joshi and Sneha Namanandi.

Conceptualised by Tonic Worldwide, the digital film features women running into a burst of colours, symbolising confidence and uninhibited celebration. The narrative reinforces the brand’s promise of protection, positioning the coconut hair oil as an essential pre-Holi ritual that enables carefree participation in the festivities.

Commenting on the initiative, Vikram Karwal, Chief Marketing Officer – India, Marico Ltd., said Holi is one of India’s most vibrant festivals, yet many hesitate to participate due to fears of hair damage. He noted that while the brand has long been trusted in households, the campaign seeks to modernise that tradition by linking protection with empowerment and freedom.

By combining education, humour and cultural insight, the campaign aims to resonate with younger audiences while bringing the simple ritual of hair oiling back into the spotlight as a practical and protective step before playing Holi.