Marico’s Holi campaign for its Parachute Advansed Gold Coconut Hair Oil tries to get people to overcome their fear about Holi colours and skin and hair damage. Rooted in the insight that during Holi many run away from colours, the brand makes a call to run towards them, backed by the protection of coconut oil. “Na-na wali nahi, Nariyal wali Holi,” it says. The digital film, conceptualised by Tonic Worldwide, shows women running into a vibrant sea of colours. The campaign also included reels featuring dermatologists explaining the science behind hair oiling during Holi, curated Holi starter kits delivered to hundreds of influencers across the country, and an on-ground engagement by creators Prannay Joshi and Sneha Namanandi with consumers at Mumbai’s Marine Drive.

Don’t assume

Online food ordering platform Zomato’s new campaign highlights the biases women delivery partners experience during their shifts. Through a series of everyday moments across the delivery journey — from order pick-up at the restaurant to the scooter ride, and delivery at the customer’s doorstep — women delivery partners encounter curious stares and unexpected questions at every step. Taking a cinematic spin, the delivery partners in the film address these reactions with light-hearted lessons. “Order karo, assume nahi,” as they say. According to the brand, there are more than 3,500 monthly active women delivery partners, handling more than 5 lakh orders.

Skin in the game

To mark Women’s Day, Raaga Professional, the professional skincare brand from CavinKare, launched ‘Beyond Beauty’, a campaign that tries to promote a more inclusive view of beauty. Created in partnership with independent creative agency KALI, the campaign saw a series of posters across social spaces, each carrying an invitation to rethink long-held assumptions about the “ideal” beauty standards. Raaga Professional also sent a curated palette of Indian skin tones to a hundred women who actively shape salon and beauty culture. Instead of a standard progression, the centre of the palette held a mirror labelled “YOURS”, reframing the idea of the “most desirable” skin tone.

The changing man

Even as the noise was around Women’s Day, Raymond Lifestyle launched the latest iteration in its iconic ‘The Complete Man’ campaign. The new ad film, titled ‘Homecoming’, captures the choices made by the modern man that reflect empathy, balance, and presence. The film specifically speaks to the modern father transitioning from a mere breadwinner to a hands-on, nurturing anchor of the family. It features a man returning home after a long, exhausting day, still tethered to work. But in one small, decisive moment, he chooses to disconnect not just from his phone but also his work, and step into his most important role — being present for his family.

Conceptualised by Omnicom, the ad film, which debuted during the final matches of the T20 World Cup, will also be seen on the big screen when Dhurandhar2 is released.

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Published on March 9, 2026