Bringing together some of South Indian cinema's most celebrated talent, the film is directed by Gautham Vasudev Menon, known for his iconic and timeless songs over 25 years. It features an original soundtrack by Karthik, with lyrics by Anantha Sriram, vocals by Swetha Mohan, and choreography by Brinda Master, creating a deeply engaging cinematic experience. Together they blend evocative storytelling, an uplifting soundtrack and a memorable hook step to create a joyful celebration of girlhood, playfulness and beautiful long hair. Through the campaign, brand tells a story of friendship, celebrating beautiful hair and childhood memories to capture the joy of reconnecting with one’s carefree self, bringing the campaign’s thought, ‘Feel Like a Girl Again’, to life. Conceived as more than just a campaign, the original track and signature hook step have been designed to extend beyond the screen and become part of popular culture, giving consumers a simple, joyful way to express the spirit of 'Feel Like a Girl Again'.
The film follows three friends who momentarily set aside their everyday responsibilities to rediscover their carefree, younger selves. Created with a unique perspective of how Gautham Menon portrays women in his stories - discovering their inner girl in an endearing way - as they run, play and dance by the sea, their long braids sway freely behind them, capturing the uninhibited joy of feeling like a girl again.
At the heart of the narrative is the enduring relationship women share with their long hair, an unmistakable element of their joyful days as girls. What sets this film apart is that every character wears braided hair throughout the story, celebrating a hairstyle deeply rooted in local culture and creating a sense of belonging, rather than imposing an external idea of beauty. The film is also shot entirely on a beach, an unusual setting that evokes freedom naturally. Throughout the film, the women’s flowing braids become a visual expression of confidence and freedom, brought to life through the care and nourishment of Parachute Advansed Gold.
Commenting on the campaign, Vikram Karwal, CMO - India, Marico Limited, 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.”
Rooted in the cultural fabric of coastal Andhra Pradesh, the film authentically portrays familiar rituals, traditions and visual nuances, making it deeply relatable to local consumers.
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.”
Conceptualised by Kakkoii Entertainment, the campaign will roll out across television, cinema and digital platforms.
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”
