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<ul><li>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 <keyword id="6423941" type="DEFINITION" weightage="20" keywordseo="onam">Onam</keyword>. </li><li>The campaign has been conceptualised by <keyword id="6911038" type="UNKNOWN" weightage="20" keywordseo="VMLYR">VMLY&amp;R</keyword>.</li></ul><br />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.<br /><br />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.<br /><br />Conceptualised by VMLY&amp;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 <keyword id="1754604" type="PERSON" weightage="20" keywordseo="coronavirus">coronavirus</keyword> – thereby urging the audiences to do the same and join the brand in this salutation.<br /><br />Talking about this distinctive campaign, <keyword id="1328136" type="PERSON" weightage="20" keywordseo="Koshy-George">Koshy George</keyword>, Chief Marketing Officer, <keyword id="267090" type="PERSON" weightage="20" keywordseo="Marico-Limited">Marico Limited</keyword> 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 <keyword id="36208" type="PERSON" weightage="20" keywordseo="festive-season">festive season</keyword>. 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”<br /><br /><keyword id="4097059" type="PERSON" weightage="20" keywordseo="venkatagiri-rao">Venkatagiri Rao</keyword>, CCO VMLY&amp;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.”<br /><br />  <div type="Youtube" id="772UldbHQjs" title="Parachute Advansed | #ThankYouNurses" thumbUrl="https://i.ytimg.com/vi/772UldbHQjs/mqdefault.jpg"></div>  <br /> <br />

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

<ul><li>Its that time of the year when our country becomes just a little more colorful. </li><li>However, this year, Holi will be different as we will spend the festival at home, socially distanced.</li><li>So we put together a few <keyword id="10994376" type="UNKNOWN" weightage="20" keywordseo="holi-ads">Holi ads</keyword> from recent years that are sure to bring a smile to your faces.</li></ul>This time last year, the country had already gone into a lockdown and we were hopeful that things will get better soon. One year down the line, while the country has opened up, the virus has decided to stay. Therefore, this year, Holi will and should be a socially distant affair for most of us (we really hope it is for all of us, and it is in our hands to stop the spread).<br /><br /> Festivals, when spent away from your friends and near and dear ones, lose of lot of their charm. We will obviously miss all the colors, the fun and the food!<br /><br /> So, to take care of our collective FOMO this year, we thought of putting together a few Holi ads for us to enjoy from the safety of our homes. This is usually the time when brands not just add a lot of colors to their ads every year, they also deliver hard-hitting messages through their campaigns. This year, we haven’t seen too much excitement around the festival so far.<br /><br /> So here is a throwback to some of our most favorite Holi ads from the past few years:<br /><br /> <strong><keyword id="6354576" type="UNKNOWN" weightage="20" keywordseo="facebook">Facebook</keyword>: 'Holi' - More Together</strong><br /><br />      <div type="Youtube" id="1PjfIIFEf_M" title="Facebook: 'Holi' - More Together" thumbUrl="https://i.ytimg.com/vi/1PjfIIFEf_M/mqdefault.jpg"></div><br /><strong><keyword id="4936765" type="ORGANIZATION" weightage="20" keywordseo="parachute-advansed">Parachute Advansed</keyword> - #KhulkeKheloHoli</strong><br /><br />      <div type="Youtube" id="gPMjKIUNGDI" title="#KhulkeKheloHoli" thumbUrl="https://i.ytimg.com/vi/gPMjKIUNGDI/mqdefault.jpg"></div><br /><strong>FBB: #BuraNaKhelo</strong><br /><br />      <div type="Youtube" id="tIyzxPPj3gM" title="#BuraNaKhelo" thumbUrl="https://i.ytimg.com/vi/tIyzxPPj3gM/mqdefault.jpg"></div><br /><strong>Alpenliebe Holi</strong><br /><br />      <div type="Youtube" id="T5YiJZM--WU" title="Alpenliebe Holi" thumbUrl="https://i.ytimg.com/vi/T5YiJZM--WU/mqdefault.jpg"></div><br /><strong><keyword id="4261597" type="PERSON" weightage="20" keywordseo="Ghadi-detergent">Ghadi Detergent</keyword> #SaareMaelDhoDaalo</strong><br /><br />      <div type="Youtube" id="4Dlqpuh9xAg" title="Ghadi Detergent | IS HOLI SAARE MAEL DHO DAALO  #SaareMaelDhoDaalo" thumbUrl="https://i.ytimg.com/vi/4Dlqpuh9xAg/mqdefault.jpg"></div><br /><strong><keyword id="270001" type="COMPANY" weightage="20" keywordseo="Surf-Excel">Surf Excel</keyword> #RangLaayeSang</strong><br /><br />      <div type="Youtube" id="Zq7mN8oi8ds" title="Surf Excel Holi 2019 | This Holi, let colours bring us together!" thumbUrl="https://i.ytimg.com/vi/Zq7mN8oi8ds/mqdefault.jpg"></div><br /> <br /><br />

Here are a few beautiful Holi ads for you while you enjoy the festival from home this year

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<ul><li>There has been an exponential rise in the consumption of essential goods.</li><li>The growing sales of products like skin creams, shampoo and toothbrushes show the evolution of the <keyword id="6356076" type="DEFINITION" weightage="20" keywordseo="indian-economy">Indian economy</keyword>. </li><li>India is also home to thriving businesses like Hindustan Unilever, Marico, Procter and Gamble, Colgate Palmolive among others. </li></ul>Bollywood star Ayushmann Khurrana’s recent viral video drives home the point that men need not shy away from embracing their softer side. This video was made in partnership with The Man Company. That’s a huge leap from a couple of decades ago when endorsements by India’s top actors and models told men they were supposed to be ‘rough and tough’.<br /><br />Brands and admen do not change their message on a whim. Data shows that more Indian men are ready to spend on grooming themselves and that is the next frontier for the country’s fast-moving consumer goods (FMCG) majors.<br /><br />And the fad has gone beyond the cities.Skincare creams, shampoos, and toothpaste have been bought by three times as many homes in India compared to 20 years ago.<br /><br />
  
  
  
  
  
  
  
  
  
  
  
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<strong><br />Premium is the new normal in FMCG</strong><br /><br />“Some marketers believe that FMCG products / consumption is no more aspirational for the masses – this assertion is backed by significant improvement in penetration levels of most categories over the last two decades,” said the report by ICICI securities. The report added that the FMCG sector today has multiple drivers of growth – volume, premiumisation, new category creation etc. <br /><br />In fact, even during the economic slowdown consumers were apparently not shying away from buying <keyword id="378381" type="ORGANIZATION" weightage="20" keywordseo="Premium-Products">premium products</keyword>. “Consumers seem to be cutting back in the current environment, but when they decide to consume, they are moving to premium products. Not only is there growth in the premium segment, the profitability is also better.” said a report by brokerage firm Nirmal Bang.<br /><br />In the new category business, men’s grooming has proved to be a booming one. This has also led to the growth of multiple brands like Beardo, Bombay Shaving Company, The Man Company among others.<br /><br />According to a <a href="https://www.financialexpress.com/brandwagon/from-the-man-company-to-bombay-shaving-company-how-the-mens-grooming-category-is-growing/1781414/">report</a> by Deloitte the men’s grooming category is slated to grow at a CAGR of 45% to hit ₹35,000 crore by 2021.<br /><strong><br />How India’s businesses have grown</strong><br /><br />India is also home to thriving businesses like Hindustan Unilever, Marico, Procter and Gamble, Colgate Palmolive among others. Increased consumption over the years meant more businesses for these names while also driving them to bring in new sectors for growth.<br /><br />To take a case in point, let’s look at Marico. <br /><br />Marico’s India business accounts for 78% of its consolidated sales across products like Parachute, Parachute Advansed, Saffola, Hair &amp; Care, Nihar, Nihar Naturals, Livon, Set Wet, Mediker and Revive. It’s international wing has products like Parachute, HairCode, Fiancée, Caivil, Hercules, Black Chic, Isoplus, Code 10, Ingwe, X-Men and Thuan Phat. <br /><br />Marico’s new verticals which includes men’s grooming is expected to grow at a 20% CAGR, according to its latest financial report. <br /><br />Here’s a look at Marico’s profits over the past 20 years<br /><br />
  
  
  
  
  
  
  
  
  
  
  
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<br /><strong>See Also:</strong><br /><a href="https://www.businessinsider.in/business/news/india-internet-industry-goldman-sachs-investment-ideas-for-future/articleshow/72326122.cms">2020 is the time to bet on India’s internet industry which will be worth $160 billion in 5 years</a><br />

The spectacular rise in the use of these 3 products tells the story of the evolution of the Indian economy

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Adding <keyword id="3100217" type="General" weightage="20" keywordseo="body-oil" source="Orion">body oil</keyword> to your skin care routine is essential as it not only moisturizes the skin but also makes it feel fresh and nourished. A body oil gives a soothing feel to the skin and relaxes the body by gently massaging it. Unlike other oils, body oils are not greasy or sticky. These oils leave the skin hydrated, soft and glowy. Also, body oil not only benefits the physical appearance of the skin but also improves blood circulation. To help you choose the <keyword id="10821780" type="General" weightage="20" keywordseo="best-body-oil" source="Orion">best body oil</keyword> that relieves stress and keeps the skin moisturized, we have shortlisted some options from Amazon.<br /><br /><bulletContentEmbed name="B08D4JV327" columns="1"><bulletContentHeading name="B08D4JV327_head"><div type="image" title="Non-Greasy" msid="89894603" hostid="261"></div></columnHeadThumb>B08D4JV327</columnHeadTitle></columnHead></bulletContentHeading><bulleteContentBody name="B08D4JV327_body"><bulletContentRow name="B08D4JV327_7859311821539546"><bulletContentRowHeading><bulletContentRowHead col="1">Parachute Advansed Olive &amp; Almond Body Oil, 400ml&lt;br&gt;</bulletContentRowHead></bulletContentRowHeading><bulletContentRowBody><bulletContentRowCell col="1">Infused with the goodness of almond oil, olive oil, coconut oil and vitamin E, this body oil from Parachute deeply moisturizes the skin and gives a long-lasting smooth skin. With a pleasant and mild fragrance, this oil gives a soothing feel. The non-greasy and non-oily formula quickly absorbs in the skin to keep the skin hydrated and nourished.</bulletContentRowCell></bulletContentRowBody></bulletContentRow><bulletContentRow name="B08D4JV327_0780597851519759"><bulletContentRowHeading><bulletContentRowHead col="1"></bulletContentRowHead></bulletContentRowHeading><bulletContentRowBody><bulletContentRowCell col="1">It contains vitamin E, which protects the skin and keeps it soft.</bulletContentRowCell></bulletContentRowBody></bulletContentRow></bulleteContentBody></bulletContentEmbed><br /><br /><bulletContentEmbed name="B00AT02QSA" columns="1"><bulletContentHeading name="B00AT02QSA_head"><div type="image" title="Anti-Ageing" msid="89894926" hostid="261"></div></columnHeadThumb>B00AT02QSA</columnHeadTitle></columnHead></bulletContentHeading><bulleteContentBody name="B00AT02QSA_body"><bulletContentRow name="B00AT02QSA_7445490563371141"><bulletContentRowHeading><bulletContentRowHead col="1">Biotique Bio Carrot Seed After Bath Body Oil, 120ml</bulletContentRowHead></bulletContentRowHeading><bulletContentRowBody><bulletContentRowCell col="1">This body oil from Biotique is a suitable option to consider as it helps prevent wrinkles and is recommended to prevent anti-ageing. Formulated with ayurvedic ingredients, this oil contains antiseptic properties which keep the skin protected. Suitable for all skin types, it leaves the skin soft, supple and nourished. It removes dry lines and gives you a younger look.</bulletContentRowCell></bulletContentRowBody></bulletContentRow><bulletContentRow name="B00AT02QSA_2975272333276018"><bulletContentRowHeading><bulletContentRowHead col="1"></bulletContentRowHead></bulletContentRowHeading><bulletContentRowBody><bulletContentRowCell col="1">Mixed with walnut and Indian butter, this oil from Biotique contains carrot seed, almond and groundnut oil.</bulletContentRowCell></bulletContentRowBody></bulletContentRow></bulleteContentBody></bulletContentEmbed><br /><br /><bulletContentEmbed name="B082DGN5JJ" columns="1"><bulletContentHeading name="B082DGN5JJ_head"><div type="image" title="Firms Skin" msid="89895093" hostid="261"></div></columnHeadThumb>B082DGN5JJ</columnHeadTitle></columnHead></bulletContentHeading><bulleteContentBody name="B082DGN5JJ_body"><bulletContentRow name="B082DGN5JJ_8477196372720911"><bulletContentRowHeading><bulletContentRowHead col="1">mCaffeine Coffee Body Polishing Oil, 100ml</bulletContentRowHead></bulletContentRowHeading><bulletContentRowBody><bulletContentRowCell col="1">This body oil from mCaffeine is a perfect option to look for if you have stretch marks. Enriched with the goodness of caffeine, rosehip, vitamin E and sweet almond oil, this body oil offers multiple benefits for your skin. It gives your skin a polished look by making it soft, moisturized and smooth. Rich in antioxidants, it reduces cellulite and tones the skin.</bulletContentRowCell></bulletContentRowBody></bulletContentRow><bulletContentRow name="B082DGN5JJ_7719685612581495"><bulletContentRowHeading><bulletContentRowHead col="1"></bulletContentRowHead></bulletContentRowHeading><bulletContentRowBody><bulletContentRowCell col="1">It protects the skin from sun damage.</bulletContentRowCell></bulletContentRowBody></bulletContentRow></bulleteContentBody></bulletContentEmbed><br /><br /><bulletContentEmbed name="B0821H1929" columns="1"><bulletContentHeading name="B0821H1929_head"><div type="image" title="Repairs Skin" msid="89895327" hostid="261"></div></columnHeadThumb>B0821H1929</columnHeadTitle></columnHead></bulletContentHeading><bulleteContentBody name="B0821H1929_body"><bulletContentRow name="B0821H1929_6591648239952015"><bulletContentRowHeading><bulletContentRowHead col="1">Keya Seth Aromatherapy Skin Defence Orange Body Oil, 400ml&lt;br&gt;</bulletContentRowHead></bulletContentRowHeading><bulletContentRowBody><bulletContentRowCell col="1">Formulated with the goodness of various ingredients such as orange, wheat germ, carrot seed and sandalwood, this body oil from Keya Seth helps soothe dry and irritated skin. It improves blood flow by massaging, treats acne and improves the tone of the skin. Its lightweight texture easily absorbs in the skin and gives a non-greasy and non-oily look.</bulletContentRowCell></bulletContentRowBody></bulletContentRow><bulletContentRow name="B0821H1929_6809345984808946"><bulletContentRowHeading><bulletContentRowHead col="1"></bulletContentRowHead></bulletContentRowHeading><bulletContentRowBody><bulletContentRowCell col="1">It reduces the dryness of the skin and strengthens the skin.</bulletContentRowCell></bulletContentRowBody></bulletContentRow></bulleteContentBody></bulletContentEmbed><br /><br /><bulletContentEmbed name="B08N6C9CBG" columns="1"><bulletContentHeading name="B08N6C9CBG_head"><div type="image" title="Smooth Glide" msid="89895444" hostid="261"></div></columnHeadThumb>B08N6C9CBG</columnHeadTitle></columnHead></bulletContentHeading><bulleteContentBody name="B08N6C9CBG_body"><bulletContentRow name="B08N6C9CBG_0480130238075157"><bulletContentRowHeading><bulletContentRowHead col="1">Plum Body Loving Vanilla Vibes Body Oil&lt;br&gt;</bulletContentRowHead></bulletContentRowHeading><bulletContentRowBody><bulletContentRowCell col="1">This body oil from Plum is a perfect option to keep your skin moisturized. With the goodness of various ingredients and vanilla vibe fragrance, this oil should give a soothing experience and feel. With a non-greasy and lightweight texture, it leaves the skin nourished and smooth. It contains 9 nourishing oils that relax and hydrate the skin.</bulletContentRowCell></bulletContentRowBody></bulletContentRow><bulletContentRow name="B08N6C9CBG_7247020947255118"><bulletContentRowHeading><bulletContentRowHead col="1"></bulletContentRowHead></bulletContentRowHeading><bulletContentRowBody><bulletContentRowCell col="1">100% vegan and free from harmful ingredients, the oil is safe to use.</bulletContentRowCell></bulletContentRowBody></bulletContentRow></bulleteContentBody></bulletContentEmbed><br />

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<ul><li>Despite a slowdown in 2019, Marico continued to hold on to market share and refrained from cutting down its marketing budgets.</li><li>Its focus on constantly innovating and coming up with premium products while keeping the consumer at the core of all its strategies helped the brand brave the slow times.</li><li>Koshy George, Chief Marketing Officer, Marico Limited walked us through the factors that helped the brand put up a good show in a difficult year, and its marketing game-plan for the year ahead. </li></ul>
    <div type="Video" msid="73255971" hostid="261" title="Koshy George, CMO, Marico Limited walks us through Marico's performance in 2019 and the key areas of focus in 2020" thumbUrl="https://denmark.timesinternet.in/cmslite/api/app/images.jpg?msid=73255971"></div>




It's been just about a year since Koshy George came on board as the Chief Marketing Officer at Marico Limited. While 2019 wasn't particularly an easy year for the overall industry, thanks to the economic slowdown, Marico’s core brands have managed to hold on to their leadership positions. The reason for this growth is perhaps its strong marketing game and the fact that the brand has been focusing on innovation and premiumisation, to solve consumer pain points.<br /><br />Before Marico, George spent close to 15 years in Hindustan Unilever, working on prominent brands like Lifebuoy, Pears, Dove, Lux, Lifebuoy and Sunlight, amongst others. In Marico, George is leading the company’s core hair nourishment brands that include Parachute Advansed, Nihar, Hair &amp; Care, Shanti Amla and Livon, among other brands.<br /><br />For a while now, premiumisation has been helping bridge the gap between what once could be termed as luxury products and products with a more mass appeal. It is also making products more appealing to millennials and a younger set of audience, that is ready to shell out some extra bucks, to get a better consumer experience. <br /><br />Despite being a legacy brand, Marico identified this as a growth area and has been focusing on innovating and coming up with premium products under its portfolio. <br /><br /><strong>Why premiumisation will continue to be critical</strong><br /><br />The last year saw the economy witness a slowdown that led to muted growth across industries and FMCG wasn’t untouched by its effects. The effects were most starkly felt in rural markets, which witnessed a substantial dip in sales. However, despite the strong headwinds, Marico succeeded in gaining significant market share in the segments they play in. Its core brands like Parachute and Shanti Amla continued to perform well. “There is a headwind coming in, in terms of the growth of the overall categories shrinking. Competitively, we are doing well, our brands are looking very strong. However, what we need to realize is that the slowdown is here to continue and in such a scenario, how do re-tweak our strategies and get people back to help grow the category,” says George.<br /><br />In such a scenario, what does a marketer do, to protect a brand from being impacted adversely? The answer, George shares, lies in ensuring that consumers get better value from their products. <br /><br />“One of the things we are looking at differently is how do we pass on more value to our consumers? There is obviously some price or promotions we have initiated in the market that ensure that people get the right value at a time like this. Moreover, if you look at the other spectrum, there are channels like modern trade and e-commerce that continue to grow and premiumise. So at that end of the spectrum, we are looking at getting more premium innovations to drive growth there. So we are looking at very different approaches in different parts of the market,” he explains.<br /><br /><strong>Livon and its growth story</strong><br /><br />When it comes to the hair serum category, Marico had a clear first-movers advantage when it launched Livon. Years after its launch, despite the category getting cluttered with the entry of a lot of national and international brands, Livon has managed to hold its own. Today, the brand holds about 70% of the serum category.<br /><br />Speaking about Livon’s growth trajectory and the factors that have helped the brand hold on to its leadership position, George says, “Livon has done fabulously well and has stepped up growth in the last few years. For Livon, the core task continues to be driving relevance and building the category, considering it’s a very different format. Most of India is still rooted to using oils, so it’s our job to create the market and educate people on when a serum is used and that continues to be our number one focus. So we have got the product at accessible price points. We also continue to work on upgradations while promoting it around our brand proposition of salon finish hair. Thirdly, we are bringing about a lot of innovation. We now have Livon Colour Protect. We are now looking at opening at sub-segments and targeting modern trade and e-commerce more sharply.”<br /><br />George also says that being the market leader gives them the added responsibility of helping the category grow, which is why he is unfazed by the ever-increasing competition in the category. “Competition coming in is always good because it grows the category faster. We are quite sure that we have a pole position building the category and hence it will always work for us. The trick is to keep innovating and that we continue to drive category upgradation,” he adds.<br /><br /><strong>Getting the right marketing mix</strong><br /><br />While slowdowns usually directly impact advertising and marketing budgets, Marico refrained from cutting down on their budgets. Explaining why, George says, “We haven’t really tempered down on our marketing investment because we believe that once you start investing on brands, there will be cycles where the markets fluctuate, but if we continue to invest, we will get the benefits in the long-run.”<br /><br />While TV continues to be Marico’s lead medium, Digital has been witnessing a steady growth, in terms of marketing spends. In the last 2-3 years, the brands spends on Digital has almost doubled. However, George explains that the media mix for any campaign would depend on the purpose of the campaign and the kind of audience they want to reach out to. “While for a lot of our mass brands, TV continues to be the lead medium, there will be cases when Digital will take the largest chunk of our investments. Our investments will depend on our brand and the TG we are targeting,” he explains.<br /><br />Moreover, as a part of their digital investments, Marico is also looking at spending more on new-age social media platforms like TikTok. <br /><br /><strong>Marico’s marketing game-plan</strong><br /><br />While premiumisation will continue to be a big focus for Marico, it will also continue to work on bringing people present in the unorganized loose oil category into the organized hair-oil segment. <br /><br />“We believe there is a huge opportunity in premiumisation in all the categories across personal care and we will continue to focus on that. We will continue to invest in new brands, new formats and new benefits for our consumers. Equally while we do that, our strength lies in playing in the core of the market which we have successfully done over the years in terms of upgrading consumers from the belly of the market. So it will be a dual strategy but both for me will lead to meeting our growth ambitions,” adds George.<br />

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

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