MUMBAI, INDIA – Marico Limited’s hair nourishment brand, Parachute Advansed Gold, has launched a heartening digital campaign, this Onam, honouring the unparalleled spirit of nurses across the country. The #ThankYouNurses campaign, led by a digital film, salutes the brave warriors and provides a platform for all Indians celebrating Onam to come forward and express their gratitude for the nurses through their Pookalams, a popular floor decoration with flowers which is an integral part of Onam celebrations.
Watch the Parachute Advansed Gold’s #ThankYouNurses film:
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.
Conceptualized by VMLY&R India, 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, SEA & India at VMLY&R Asia, 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.”
‘Onam Festival is a harvest festival as well as a cultural and religious festival and is usually held in August or September for 10 days, originated in Kerala(a state in the South of India) as a celebration to remember the golden rule of King Mahabali, a mythical king who ruled over Kerala. Legend has it, that jealous of King Mahabali’s popularity and his power, the Gods conspired to end his reign.’
CAMPAIGN CREDITS:
Client: Marico Ltd.
Brand: Parachute Advansed Gold
CMO: Koshy George
Agency: VMLY&R India
CEO: Anil Nair
CCO: Venkatagiri Rao
ECD: Kevin Lobo
Creative Team: Mahesh Ambaliya, Sunil Shinde, Harish Jadhav, Shivali Sharma, Ashwini Bhavsar, Vaidehi Mewawalla, Maryann Rodrigues
Business Director: Alpa Dedhia
Group Head Client Solutions: Khadija Attarwala
Client Solutions Executive: Sejal Choudhary
Agency Producer: Saurabh Pal
Production House: thisisthat
Director: Shihab Karim
Executive Producer: Thomas Koshy
Director of Photography 1: Aslam K Purayil
Director of Photography 2: Georgy Joseph
Offline: Kiran Thomas
Online: Ink&Water
Music Company: The Escape Medium Band
