Marico Limited’s premium hair nourishment brand, Parachute Advansed, has recently launched a new campaign TVC titled ‘Shine Bejhijhak’ for its Jasmine Hair Oil. The campaign aims to highlight the significance of hair in enhancing one’s beauty and boosting confidence in situations where appearance matters.

The TVC portrays a touching moment of vulnerability and self-doubt from the perspective of a young girl aspiring to become a model. However, in this moment of vulnerability, she realises that her stunning hair is her true strength, which can make her stand out and help her shine. With newfound confidence, she goes on to shine on the ramp.

Somasree Bose, Chief Marketing Officer, Marico Limited, said, “When it comes to hair nourishment and beauty, Parachute Advansed has been the trusted ally for generations. Today’s girls are passionate about pushing boundaries and creating a mark for themselves in their chosen fields. However, there are these brief moments of self-doubt, just before their big moments. The film brings alive one such moment where the brand becomes her ally in a beauty context, giving her the confidence to stay ahead of the competition – thanks to her unparalleled, beautiful hair. We hope it inspires women to find that special something in themselves whenever they face self-doubt right before their big moments.”

Speaking on the creative conceptualization of this TVC, Rohit Devgun, ECD, Team WPP, said, “Our film portrays a protagonist who confronts her self-doubts personified by her own reflection in the mirror. She overcomes her vulnerabilities by realising it’s her stunning, lustrous hair that will set her apart and goes on to win the beauty contest. While this has been portrayed in a beauty context, where we can have a meaningful impact, our goal is to inspire women to look within themselves to find that inspiration to feel confident in themselves and shine stronger even when facing self-doubt.”