Parachute Advansed Gold’s ‘Feel Like a Girl Again’ Celebrates Girlhood
CE DESK 
Parachute Advansed Gold has brought girlhood memories into its new campaign, ‘Feel Like a Girl Again’. The film for Parachute Advansed Gold Coconut Hair Oil explores the emotional link between long hair and carefree childhood memories.
The campaign is inspired by the cultural traditions of coastal Andhra Pradesh. It follows three friends who set aside everyday responsibilities to reconnect with their younger, freer selves.
Set entirely on a beach, the film shows the women running, playing and dancing by the sea. Their long braids flow freely, becoming a visual symbol of confidence, innocence and self-expression.
The braid is central to the story. It reflects a hairstyle rooted in local culture and connects the women’s present-day reunion with memories of their girlhood.
Directed by National Award-winning filmmaker Gautham Vasudev Menon, the film uses music, dance and storytelling to create an emotional experience. It features an original soundtrack composed by Karthik, lyrics by Anantha Sriram, vocals by Swetha Mohan and choreography by Brinda Master.
The campaign includes a signature hook step and original track designed to extend beyond the film. The brand hopes these elements will become part of popular culture and encourage consumer participation.
Vikram Karwal, CMO – India, Marico, said, “Today, consumers seek brands that understand not just their needs, but also the emotions and memories that shape their lives. ‘Feel Like a Girl Again’ is built on the insight that long hair often serves as a powerful connection to cherished memories of girlhood. Through this campaign, we celebrate that emotional bond using a culturally resonant story to bring alive the confidence, beauty and freedom that beautiful long hair can inspire. The campaign reflects our continued focus on creating meaningful stories that connect deeply with consumers while staying true to the brand’s core promise.”
Sharing his experience, Gautham Vasudev Menon, Director, said, “Feel like a girl again” is a storytelling space, rich with possibilities when 3 women meet after long, connect with their inner selves and completely let their hair down – figuratively and quite literally on Parachute Advansed! I really liked the intent to look at the film as a move away from the usual format: something visual and cinematic, breaking away from regular advertising templates. That’s inspiring, to say the least. It’s a beautiful, yet simple, sweet film. We have narrated the story with music that brings alive the feeling women have while re-living their girlhood days. The moment of freedom on the beach has been captured with the infinite sea as landscape and can be interpreted to be looking ahead into the future for our audience, who are heavily invested in their presently busy lives. We personally enjoyed the process of creating this film with the team, and hope it will make viewers feel like their younger carefree selves once again.”
Kakkoii Entertainment conceptualised the campaign. It will roll out across television, cinema and digital platforms.
The campaign moves away from a direct product-benefit approach. Instead, it uses nostalgia, friendship and cultural storytelling to reinforce Parachute Advansed Gold’s promise of beautiful, nourished long hair.
Yousuf Rangoonwala, founder of Kakkoii, said, “Parachute Advansed is a legendary brand that is an integral part of life. So, our challenge was to make the brand look fresh and exciting to be discovered again. Our strategic and creative approach was to create an emotional and feminine connection with the audience. Our in-depth research gave us a nuanced insight – for a lot of Indian women, especially at a mass level, the biggest loss is not of opportunity, but of innocence. Maturity and domesticity, authoritative and patriarchal environments strike early, and take away years that are to be enjoyed and cherished as girls. Psychologically, our aim was to appeal to their joy of having long hair as girls, and those days of playfulness and innocence, which they have lost. So, our proposition was not one of “problem-solution”, but affirmation and positive reinforcement”
With ‘Feel Like a Girl Again’, Parachute Advansed Gold positions hair care as a bridge between memory, freedom and self-expression.
