Marico's Parachute Advansed campaign #ChampiBeats challenge garners 10 billion views in first six days

Marico’s hair-nourishment brand Parachute Advansed has launched #ChampiBeats, a campaign to encourage consumers to use the lockdown time to bond with their loved ones over a ‘musical champi’. Roping in TV celebrities and influencers, the brand ran the campaign on TikTok, garnering 10 billion views in the first six days alone.

Conceptualised by VMLY&R, #ChampiBeats uses the sound element of TikTok, to help users give a musical ‘champi’. Set to a delightful and playful beat created especially for the campaign, the challenge encourages people to get creative with their massage techniques and change their ‘champi’ tempo every five seconds with the beat, creating memorable shareable moments for families, friends and fans.

The influencers’ posts on TikTok:

https://www.tiktok.com/amp/tag/champibeats

The ‘champi’ is a timeless Indian practice of giving a head massage with oil. Beyond being a hair nourishment ritual and a stress buster, the ‘champi’ reinforces the close bond between loved ones. However, in this era of increasingly hectic lives, people barely get to spend time with each other. Now, with the lockdown, on one hand, people are getting to spend unlimited time at home, with their families but on the other hand, they have to deal with the stress of the endless stream of negative news. So, Parachute Advansed decided to bring the ‘champi’ back into the lives of consumers, at a time when it was needed most.

The brand hosted the #ChampiBeats challenge on TikTok, encouraging consumers to give a ‘champi’ to their loved ones. TV celebrities such as Bharti Singh, Anita Hassanandani, Hina Khan and Deepika Singh, as well as key TikTok influencers, took up the challenge and created ‘champi’ videos with their family members and encouraged their fans to do the same.

Speaking about this campaign, Koshy George, Chief Marketing Officer, Marico, said, “Parachute Advansed is a brand that stands for care and nurturance, and shares an extremely strong connect with its consumers. During the lockdown, we felt the brand can help people make the most of their togetherness, while helping them deal with the stress of the situation. We launched Parachute Advansed #ChampiBeats on TikTok to turn the ‘champi’ from a mere oiling ritual to a fun and memorable shared experience with loved ones. In collaboration with celebrated stars, we wish to connect with our consumers in a unique and playful way, while staying true to the core value of the brand, which is providing superior nourishment.”

Venkatagiri Rao, Chief Creative Officer, VMLY&R India and South East Asia, said, “When you have a unique platform like TikTok, you want to stay true to its nature, rather than treat it as a surrogate platform for airing a commercial message. And #ChampiBeats succeeds in co-opting the language of TikTok seamlessly. It is a digital solution that takes an ancient ritual like the ‘champi’ and completely reinvents it for the TikTok generation. Creating memorable ‘connected experiences’ and connected brands is what we do at VMLY&R, and this is a very good example of that approach.”