Marico Limited is one of India's leading consumer products companies operating in the

beauty and wellness space. Empowered with freedom and opportunity, we work to make a
difference to the lives of all our stakeholders - members, associates, consumers, investors,
and society at large.

Nihar #I am Capable [https://www.youtube.com/watch?

v=oRuVKQNiTbE&ab_channel=MSLGROUP ]
This year the Nihar Naturals launched a campaign in the East to address society's judgement
of the capability of a woman based on how she looks. The campaign called Nihar
#IamCapable had three legs first of which was a television commercial, the next leg was the
release of a video, and the third leg was a PR event. Through the campaign the brand
engaged with thousands of consumers who called back with their personal stories leading to
a significant increase in both business and imagery parameters for the brand. The PR leg
which was implemented only in the state of West Bengal earned the brand free coverage of
`9.3 Crores and 430 Million impressions. Nihar Naturals is currently the largest hair oil brand
in the East and has now consolidated this position on the back of the #IamCapable
campaign.
Saffolalife - Leading the cause of Women's Heart Health
[https://www.youtube.com/watch?v=cUSwGVVIEmo&ab_channel=MSLGROUP
https://www.youtube.com/watch?v=cUSwGVVIEmo&ab_channel=MSLGROUP ]
In 2015, Saffolalife drove the cause of 'Women's Heart Health', which is a highly
unaddressed issue in India. The Brand led a campaign to educate consumers on early
markers of heart health, by driving connect between one's Fitness levels and its impact on
heart health. Saffolalife also devised a unique Heart Fitness Test, a consumer friendly online
assessment tool that used simple fitness attributes as inputs to indicate heart risk as output,
and thereby enabled easy assessment of heart health to drive the campaign objective.
The campaign saw, improved scores on the core Brand Imagery of 'Good for Heart' with
scores moving from 83 to 92 and scores on 'Genuinely cares about people's heart health'
also saw an increase from 80 to 87. Brand imagery scores on key parameter of 'Helps keep
weight under control' improved from 75 to 82 during the same period. 46,000 Heart Fitness
Tests taken so far on the Saffolalife Website.
Parachute Advansed #KhulKeKheloHoli campaign
[https://www.youtube.com/watch?
v=gPMjKIUNGDI&ab_channel=ParachuteAdvansed ]
Parachute Advansed launched the #KhulKeKheloHoli. The brand leveraged the long standing
association of oiling before Holi for damage free great hair and took it a step further by
encouraging consumers to relive the original spirit of Holi and enjoy the festival to its fullest
fervour.
Making the emotional story come alive in addition to television advertisement was a long
format digital film that garnered 6.5 Million views. The campaign supported by outdoor,
mobile, on ground and e-commerce activations has been one of our most talked about
campaigns.
Let down your hair this Holi, says Parachute
You are never too old to play Holi. And, if it's your hair that keeps you from enjoying this
spray of colours, Marico has a solution. The health and beauty consumer goods company

has come up with a digital ad to tell people that this festive season they can leave it to its
hair oil brand Parachute Advansed to care for their hair.
The ad #KhulKeKheloHoli, conceptualised by McCann Worldgroup India, is set in an old-age
home Shantivan, features popular television actors Sudhir Pandey and Neena Kulkarni. It's
Holi and Pandey who is all excited to let the child in him indulge in the seasonal frolic, is
caught hoarding packets of 'gulaal' by another inmate, played by Kulkarni.
But, unlike him, she looks composed, and is seen preparing for the festival by oiling her hair
with Parachute Advansed. Although it is supposed to be a colourful morning, Pandey realises
it's just another day at Shantivan. His hopes soar though to see a group of young boys and
girls enter the place, presumably to play Holi. But, contrary to his expectations, they treat
him like an old man, make him sit, and apply the customary 'tilak' on his forehead. Pandey,
who actually wants to get drenched in the colour of Holi, is dejected and also amused trying
to figure out the relationship between age and play.
Kulkarni, who notices all this realises what Pandey wants and stealthily approaches him to
smear his face with 'gulaal'. Everyone is surprised and looks at her questioningly, to which
she remarks, "Holi hai, chutki bhar se kya hoga" (it's Holi, a pinch of colour is not enough).
The household springs into action, with the intense background track suddenly turning
cheerful. There's laughter and colour all around.
Interestingly, the brand makes an appearance only once in the ad where Kulkarni is shown
oiling her hair. Why? The takeaway from it is not a functional, but an emotional
message that goes, "Yeh rang hain gaadhe rishton ke, inhein feeka mat padne do,
is baar khul ke khelo!"
In a recent interaction with afaqs!, Anuradha Aggarwal, CMO, Marico, had said, "In high
penetration-high consumption' categories such as soaps and hair oil, the task is to see if we
can give value-added benefits to consumers. It could be in the form of branding,
proposition, or product benefits. This will make them pay more for the product.
It's about providing 'value growth' over 'volume growth'."
As the functional benefits of a product or category change, the communication around it
must also evolve. The ad seems to be an effort in that direction. But, has it been able to
deliver the message successfully? Experts opine...
Deepika Padukone: http://www.campaignindia.in/video/parachute-advansed-delves-intodeepikas-mind-promises-complete-hair-care/421408
Least Preferred Brand: Nihar Naturals Uttam Coconut oil
Nihar Naturals Coconut Hair Oil, is the market leader in East India and is available in two
fragrance variants Rose and Jasmine. Each variant is a unique combination of coconut oil
and methi extracts that makes hair thick & beautiful.
Diversity and Inclusion

At Marico, we are committed to providing an enabling environment for diversity and

inclusion across the organization.
Our value of Transparency & Openness guides our approach towards diversity by "allowing diversity
of opinion by listening without bias, giving and receiving critique, with mutual trust and respect for
the other". We believe our inclusive policies and programs will help us strengthen this area and
attract great talent and enable success for both the member and the organisation. We strongly
believe in meritocracy and equality for everyone, regardless of age, gender or ethnicity.
33% OF MEMBERS IN CONSUMER FACING FUNCTION (MARKETING & TECHNOLOGY) ARE WOMEN;
29% OF THESE WOMEN ARE IN LEADERSHIP ROLES