Marico has unveiled a Holi campaign for its flagship brand Parachute Advansed Gold Coconut Hair Oil, introducing the theme ‘Na Na Wali Nahi, Nariyal Wali Holi’. The integrated initiative has focused on encouraging consumers to participate in Holi celebrations without hesitation by highlighting the role of hair oiling as protection against colour damage.
The campaign has been built on the insight that many people avoid playing Holi due to concerns about hair damage. Through the line “Na na wali nahi, Nariyal wali Holi,” the brand has positioned coconut oiling as a preparatory step that enables carefree participation in the festival.
The outreach has included a digital ad film conceptualised by Tonic Worldwide, educative reels featuring dermatologists explaining the science behind oiling hair before Holi, and influencer-led content demonstrating the ritual in relatable contexts. The brand has also distributed Holi starter kits to influencers across the country.
In addition, creators Prannay Joshi and Sneha Namanandi have engaged with consumers through an on-ground activation at Marine Drive. These activities have collectively reinforced the campaign’s central message of choosing protection before playing with colours.
The digital film has depicted women stepping into a sea of colours, reflecting the idea of embracing Holi with confidence after oiling their hair. The campaign has combined education-led content with entertainment formats to drive relevance among younger audiences while reiterating the ritual of hair oiling.
“Holi is one of India’s most vibrant festivals, yet many hesitate to join in due to concerns about hair damage. For decades, the brand has been trusted across households, and with this campaign we wanted to elevate that tradition into a modern narrative of empowerment. This Holi, the brand nudges consumers to celebrate freely with confidence. Protection, for us, is about unlocking freedom, and this reflects Marico’s commitment to building brands that help consumers live more fully and fearlessly.” – Vikram Karwal, Chief Marketing Officer – India, Marico.
