Watch the commercial here : Parachute
This commercial is interesting because it addresses an important competition for Parachute which are shampoos. I think that a major competitor for Parachute is shampoo in a broader point of view. Shampoos may not directly compete with hair oils but can affect the purchase of hair oils. In my personal experience and observation, I feel that hair oils are not preferred by some customers because its oily ( what a paradox ! ).
The brand feels that those customers using shampoos are either not using hair oils or has reduced the use hair oils.
In the new campaign Deepika Padukone advice the girls to massage the hair with Parachute Advansed for one hour and then use the shampoos inorder to look " Gorgeous Hamesha ".
The move is a part of the " one hour champi " movement initiated by Parachute. Champi in local lingo means oil head massage. It is known that oil massage is found to be good for the strength of the hair. Even Parachute Advansed has a Massager in its product portfolio.
The aim of this commercial is to co-exist with the shampoos .The brand knows that it cannot fight with this category and replace the use of shampoos. Hence it has decided to join with the shampoos rather than fight for the customers.
Through this campaign the brand is also advising customers on how to use hair oil while using shampoo. Most of the consumers are confused about using hair oils and shampoos together . So they either doesn't use oil when using shampoo or use oil in small quantities. So here the brand is telling the users not to worry about using it both. Both these products can co-exist.
I am not sure how many of the consumers are going to buy this argument , but Parachute should be appreciated for this marketing move .