Mumbai: Zee TV, India’s leading entertainment channel, has joined hands with Marico, one of India’s top FMCG companies, for a special influencer-led campaign aimed at promoting Parachute Advansed Gold’s winter initiative. This collaboration, which merges the power of entertainment with innovative marketing strategies, seeks to deliver compelling narratives to audiences across Zee TV’s primetime slots, ZEE5, and its various social media platforms.
At the heart of this campaign is Parachute Advansed Gold’s core message, ‘No Baal Banka,’ emphasizing the brand's unwavering commitment to hair care and protection during the challenging winter months. Zee TV has creatively woven the brand's narrative throughout its programming, leveraging popular primetime protagonists who connect with viewers on multiple levels. Fans of shows like Kumkum Bhagya, Jaane Anjaane Hum Mile, and Jamai No 1 will recognize characters such as Purvi, Reet, Vasudha, and Riddhi Chotwani, who have all taken part in engaging vignettes aimed at bringing the product's benefits to life.
These custom-curated vignettes are not just promotional spots; they are artistically crafted pieces of storytelling, thoughtfully embedding the brand's messaging within relatable scenarios from the viewers' everyday lives. Ashish Sehgal, Chief Growth Officer at ZEE Entertainment Enterprises, shared his perspective on the collaboration, stating, “ZEE has always focused on creating characters who resonate with our audiences, reflecting their aspirations, emotions, and stories. By intertwining Parachute Advansed Gold’s core message within Zee TV's character arcs, we’re not merely promoting a brand but cultivating richer connections with our audiences, thereby adding value for both the client and viewers.”
Sehgal emphasized the network’s goal to produce content transcending traditional advertising methods. He said, “At ZEE, we strive to go beyond the conventional by delivering thoughtful and innovative solutions and our collaboration with Marico exemplifies this approach, showcasing our strength as content creators aimed at driving impactful brand engagement.”
Marico’s Chief Marketing Officer, Somasree Bose Awasthi, also highlighted the significance of this partnership. Parachute Advansed Gold is renowned for its ability to nourish hair from the inside out within just 30 minutes, particularly important during winter when hair care becomes even more challenging. Awasthi commented, “Our collaboration with Zee TV highlights the brand’s unique ability to deeply penetrate and nourish hair from within, which is especially key during winter. Featuring Zee TV’s beloved characters makes our campaign relatable, connecting with viewers through everyday narratives. We’re aiming to strengthen our bond with a wider audience and encourage them to nourish their hair within just 30 minutes—a promise made to fit seamlessly within today’s fast-paced lifestyles.”
Adding to the buzz around the campaign, Jolene Fernandes Solanki, Chief Operating Officer at Madison Media Ultra, praised the collaboration for its strategic embrace of storytelling as a means of effective brand intervention. She noted, “The collaboration between Zee TV and Marico for the winter ‘No Baal Banka’ 2.0 campaign showcases the power of storytelling and consistency. By seamlessly integrating Parachute Advansed Gold’s messaging with primetime shows and ZEE’s platforms, we’ve sculpted engaging narratives deeply familiar to our audiences. This partnership showcases our commitment to creating innovative and impactful campaigns capable of forging strong connections for the Marico brand.”
This strategic partnership between Zee TV and Marico serves as an exemplary model of how content and creativity can merge to craft impactful marketing efforts. Zee TV, known for its innovative advertising pursuits, has not only reinforced its reputation as a preferred partner for brands but has also set the stage for future campaigns aiming to create meaningful connections with consumers.
With this new campaign, Zee TV and Marico are set to reach wider audiences and engage them through relatable content, demonstrating the effectiveness of modern advertising strategies rooted deeply in storytelling. For those interested, videos from the campaign are available across Zee TV’s platforms.