On this page
Marico's Parachute Advansed launches two body lotion films promising 72-hour moisturisation
Our read
Marico will more likely than not widen the Parachute Advansed lotion push beyond its three launch cities within two quarters, using the 72-hour claim as the lead message.
For operators
Marico is backing Parachute Advansed Body Lotion with two digital films in Delhi NCR, Bengaluru and Hyderabad, so retailers there may see more shopper interest in body lotion, though no trade support or promotion is stated.
Watch
Rollout past the 3 launch cities before Marico's next quarterly results would mean the lotion is scaling beyond test markets, a threat to rivals' lotion shelf space.
The report,
Parachute Advansed Body Lotion uses a Pure Coconut Milk formulation designed to go 10 layers deep, and the films show a couple's everyday moments of closeness. Created by Sociowash, they run on digital platforms in Delhi NCR, Bengaluru and Hyderabad.
- Moisturisation duration claimed
- up to 72 hours
- Moisturisation depth claimed
- 10 layers deep
- Films launched
- two
- Launch cities
- 3
One email each morning: the day’s top moves in Indian retail, why each matters and what to watch. Free. Stop any time.
Reported figures
From the report. Source details below
| Films launched: | two |
|---|---|
| Launch cities: | 3 |
Why it matters for the brand
Marico is stretching the Parachute coconut equity into body lotion through the Advansed line, using a Pure Coconut Milk claim and agency Sociowash, which shows how it positions in personal care but offers no deal or partnership trigger.
What to track next
- Marico's commentary on body lotion in its next earnings call
- Parachute Advansed lotion ratings and stock on quick-commerce apps
- Any complaint or ad-standards ruling on the 72-hour claim
- Rival body lotion launches or discounting in Delhi NCR, Bengaluru and Hyderabad