Parachute Advansed – Khoobsurat Hai Badhna

Agency: McCan Erickson
Production House: Nirvana Films

A good concept can do wonders for a brand. And that’s what McCann Erickson has managed to create for the new Parachute Advansed commercial. It is built on the values one inculcates as one grows in years. These values are a product of what others may teach you, what you may learn by observing other people and values that you will develop simply because of the person you are.

The ad targets the young Indian woman who is growing everyday and learning everyday how to be a good human being. The analogy is with the growth of long luscious hair. If you take care of and consider the people around you, you will grow as a human being in the same way if you take care of your hair and nourish it, your hair will grow a little by little everyday.

The ad starts with an anxious, young girl with shoulder length hair and her sister or friend riding on a bike. She’s relatively new at handling the bike and bumps into a car. The other girl gets down and leaves a post it with her number, with a ‘sorry’ written on it. The girl who is driving looks at her and urges her to hurry when she suddenly realise what she is doing, she smiles and learns that mistakes should be accounted for and one must take responsibility.

The same ad shows the girl a few years later leaving home for an interview or an exam, file in hand. The mother runs behind her with a spoon of ‘dahi’ in her hand. She is in a rush and leaves, only to return to make her mother happy. She learns that making other people happy brings more joy to oneself.

The ad plays on traditional Indian sentiments and is beautifully captured by the team at Nirvana Films. Khoobsurat hai badhna refers to long lustrous hair as well as one’s personality.

Anjali Tandon

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