Thursday, October 08, 2009

Brand Update : Parachute

Parachute Advansed Starz has got a new tagline. The brand is currently running a campaign with the new tagline " Choose your avatar " . There is something interesting about the new campaign. When the brand was launched, it was speaking to the mother trying to educate her about the need for a specialized shampoo for kids.

Watch the commercial here : Kya Hoga Mera Avatar

Now the brand is directly talking to the user i.e the kids. And the brand has narrowed its TG to the Tweens and Teens rather than the very young ones.

Starz also has been aggressively promoted across the media. The brand is a pioneer in the Kid's shampoo market and is trying to capitalize on the lack of competition. Starz also is coming out with new products - the latest being the chocolate- shampoo. That signifies the fact that Starz is moving away from its earlier focus on the " Strawberry " ingredient.
The tagline seems to be catchy and focus on fun with hairstyles. The brand has realized that young girls of the new generation likes to experiment with their hairstyles and is trying to provide a healthy solution.

There is something happening for Parachute Aftershower brand too. The sub-brand has launched another extension in the form of a dandruff hair oil. The brand is running a campaign featuring its brand ambassador Yuvraj Singh.

Marico has been extending the Parachute brand too much. Hope that this extension strategy is backed by some clear longterm brand strategy.

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  1. Hi Harish

    I too have noticed Parachute Advansed Aftershower Anti-Dandruff Hair Oil's posters in Hyderabad. Its also being heavily promoted in the media.

    They are trying to create a new category with a lot of media push. And it is looking good as well. But my question is...

    Is the 'Parachute Advansed Aftershower (PAAS) brand' big enough for it to be extended? I mean, once a brand becomes successful then you should extend it. Is the timing right, that's what I am worried about. As far as creating a range, from cream and gels to oil, the strategy is fine for the PAAS brand.

    On a lighter note, Parachute Advansed Aftershower Anti-Dandruff Hair Oil is too big a brand name. They should have gone for something shorter.

  2. @vivek, they are trying to make after shower a family brand aimed at male segment


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