Mumbai, May 11: This Mother’s Day, Marico Limited, one of India’s leading FMCG companies, unveiled a nostalgia-led digital campaign for its iconic brand Parachute Advansed Gold Coconut Hair Oil. Titled ‘The Coconut Pony’, the campaign turns a familiar childhood memory into a cultural moment, celebrating the mothers who unknowingly created one of the most loved hairstyles globally. More than just a hairstyle, the coconut pony becomes a symbol of nurturing, affection and the small acts of care that define a mother’s warmth.
Rooted in the observation that mothers can make many hairstyles, but there is one hairstyle only a mother can make, the coconut pony, the brand set out to celebrate the OG inventors of the iconic childhood hairstyle. The tiny, neatly tied ponytail with softly fanned ends is a memory almost every household shares.
At the heart of the campaign is a nostalgia‑led digital film that highlights the small, everyday gestures women remember about their mothers and the unmistakable coconut pony. The film brings this memory back to life, taking viewers to where it all began: at home, with a mother’s caring hands and a bottle of Parachute Advansed Gold Coconut Hair Oil, transforming nostalgia into a modern habit. It also reflects how many young adults miss these moments and quietly acknowledge the love behind them, encouraging them to keep these simple childhood rituals alive as a way of staying connected.
Speaking about the campaign, Vikram Karwal, Chief Marketing Officer, Marico Limited, said, “For many families across the world, the coconut pony is one of the earliest memories of everyday care and a simple, timeless ritual. By celebrating the original creators of the coconut pony, we aim to strengthen the brand’s emotional connect while reinforcing its leadership in trusted, everyday nourishment. With this campaign, we wanted to recognise the cultural imprint of that moment and the role Parachute Advansed Gold has played in it. Our marketing approach reflects this sentiment, ensuring the story reaches consumers where nostalgia is most strongly felt.”
Conceptualised by Team WPP, the film is now live across digital platforms Meta and YouTube.
Agency Credits:
- Agency: Team WPP
- Creative Team: Nivedita Agashe, Aishwarya Metrani, Shivam Agnihotri
- Account Management Team: Swati Khanduri, Anjali Negi, Gaurav Chawla
- Strategy Team: Akhilesh Nath, Apoorva Sahi
- Production Team: Ketchup Studio
- Director - Kiran Anthony
- Producer - Gautam Pai
