As the world witnesses the best of sports talent at Paris Olympics 2024, FMCG major- Marico has partnered with Indian athlete (Hurdler)- Jyothi Yarraji ahead of her relay at the ongoing sporting event.
Rising from humble beginnings to becoming a star at the world’s biggest sporting carnival, Yarraji, a 24-year-old Indian athlete hailing from Visakhapatnam (Andhra Pradesh), became the the first Indian woman to break the 13-second barrier and set a national record by running the 100m hurdles in just 12.78 seconds, last year.
Her journey as a trailblazer who made India proud has been marked by numerous challenges and obstacles that came her way since the very beginning. However, through unwavering determination, she has overcome each one, paving her path to athletic success.
As an ode to this resilience and brilliance and the fact that she shines in all facets of her life, something that Parachute Advansed Jasmine as a brand advocates with their #ShineBejhijak campaign, this partnership between Marico and Yarraji celebrates her journey beyond athletic achievements, highlighting her roles as a dedicated daughter, loyal friend, and passionate painter; putting her heart into every role she plays.
Link to the video assets: (YouTube, Instagram)
Speaking about the partnership, Somasree Bose Awasthi, Chief Marketing Officer, Marico, said, “Parachute Advansed Jasmine wants to bring to the fore the inspiring story of Jyothi who is going to represent India at the biggest sporting stage. We celebrate her journey on the 100m track and also the multiple roles and avatars she plays as a human. She shines in all her avatars. And now she is ready to #ShineBejhijhak on the biggest stage.”
“Yarraji is known to experiment with different hairstyles to underscore the role her appearance plays in her confidence levels. “Indian women talk about beauty and hair in the same breath. When their hair looks beautiful, they feel a sense of confidence. That is the philosophy behind Parachute Advansed Jasmine’s #ShineBejhijhak. When you have beautiful shiny hair, you feel beautiful, and hence, more confident (bina kisi jhijak ke). We wanted to capture her story and the story that has gone behind the making of a high-performing athlete. This was only possible because at every hurdle she decided to be confident and shine,” she added.
