Parachute Advansed Gold's Onam campaign goes beyond the festival, celebrates the dedication of nurses

• The ad has been dedicated to nurses who have selflessly devoted their time to serve the nation. It is due their commitment that countless COVID-19 patients have returned home to their families for Onam.
• The campaign has been conceptualised by VMLY&R.

Pookalams, a popular floor decoration with flowers is an integral part of Onam celebrations. This year, to celebrate the dedication and efforts of nurses, Parachute Advansed Gold has come up with a a heartening digital campaign ahead of Onam, asking people to express their gratitude for the nurses through their Pookalams.

As we continue to combat the COVID-19 outbreak, our nurses have selflessly devoted their time to serve the nation. It is due their commitment that countless COVID-19 patients have returned home to their families for Onam. Thus, Parachute Advansed Gold has introduced its #ThankYouNurses campaign with an aim to bring the joy and happiness of Onam to these nurturers. It calls upon every individual to proudly dedicate their Pookalam to these heroes and their valiant efforts by designing it with thank you motif.

Conceptualised by VMLY&R, the #ThankYouNurses campaign kick starts with an endearing digital film, which shows a juxtaposition between the COVID-19 survivors getting ready in their finest attire ahead of the Onam celebrations as well as nurses in their PPEs (Personal Protective Equipments) preparing for another day of serving and saving lives. It goes on to show various bright and colourful Pookalams, all designed in a motif of two hands joined which symbolizes “thank you” – an expression of gratitude to the nurses for their dedication towards helping India fight against the coronavirus – thereby urging the audiences to do the same and join the brand in this salutation.

Talking about this distinctive campaign, Koshy George, Chief Marketing Officer, Marico Limited said, “As India continues its fight against the pandemic, we wanted to honour the nurturing spirit and tireless efforts of the nurses who have ensured millions of COVID survivors are with their families this festive season. Parachute Advansed Gold stands for care and nurturance and has a deeper connect with the consumer larger than just hair. With this heartwarming ode, Parachute Advansed Gold aims to not only salute them, but also encourages every individual to remember them and dedicate their pookalams to the unparalleled spirit of these warriors”

Venkatagiri Rao, CCO VMLY&R India, said, “As the festive season kicks off, we had to remind everyone that while we’re getting busy returning to our new normal, for nurses on the frontline, nothing has changed. They continue to fight the grim fight, every single day. So, it was important to make this festival about gratitude and remembrance. And who better to channel that gratitude for us than COVID survivors. We made real survivors the voices of Parachute Advansed Gold’s #ThankYouNurses film. Hopefully, the world will follow their lead. And most importantly, never forget what they owe the brave nurses.”