GROWING IS BEAUTIFUL. by McCann Erickson Mumbai for Marico

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GROWING IS BEAUTIFUL.

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Industry Hair Care
Media Design & Branding
Market India
Agency McCann Erickson Mumbai
Creative Director Denzil Machado, Abhinav Tripathi
Art Director Kunal Mhabadi, Ketan Mhabadi
Copywriter Ketan Mhabadi
Designer Ketan Mhabadi
Photographer Kedar Malegaonkar
Illustrator Siddhi Yadav, Drishti Vohra
Released January 2012

Credits & Description

Category: Promotional Item Design
Advertiser: MARICO
Product/Service: PARACHUTE ADVANCED
Agency: McCANN WORLDGROUP INDIA
Chief Creative Officer: Prasoon Joshi (McCann Worldgroup)
Creative Director: Denzil Machado (McCann Worldgroup)
Creative Director: Abhinav Tripathi (McCann Worldgroup)
Art Director: Ketan Mhabadi (McCann Worldgroup)
Art Director: Kunal Mhabadi (McCann Worldgroup)
Art Director: Siddhi Yadav (McCann Worldgroup)
Copywriter: Ketan Mhabadi (McCann Worldgroup)
Illustrator: Siddhi Yadav (McCann Worldgroup)
Illustrator: Drishti Vohra (McCann Worldgroup)
Designer: Ketan Mhabadi (McCann Worldgroup)
Photographer: Kedar Malegaonkar (McCann Worldgroup)
Image Retouching: Nagesh Mithbowkar (McCann Worldgroup)
Image Retouching: Bharat Lakhani (McCann Worldgroup)
Planning: Loveleen Raina (McCann Worldgroup)
Production: Robert Joseph (McCann Worldgroup)
Production: Varsha Kaknani (McCann Worldgroup)
Production: Jagdish Raj (McCann Worldgroup)
Planner: Ratna Gandhi (McCann Worldgroup)
Media placement: Calendar - Direct Mail - 1st January 2012

Describe the brief from the client
To establish Parachute Advanced as one of India’s top hair oil brands.

Describe the challenges and key objectives
In India, women love to flaunt beautiful, long, black hair, as it’s the epitome of Indian beauty. And generation after generation, Indian women have been passing on the secret to nurturing beautiful hair - coconut oil. Parachute Advanced wanted to bring its philosophy 'Khubsoorat Hai Badhna' (Growing is beautiful) to life.

Describe how you arrived at the final design
What better than a year calendar, where the product benefit is highlighted with every passing month. Borrowing from a rich, vibrant Indian art style, we made four calendars. In these we showed women from across the four corners of India.

Give some indication of how successful the outcome was in the market
We managed to form an unbreakable bond with our consumer. All four editions of the calendar have gone in for the second print run owing to the overwhelming requests from our consumers.