MOTHER'S DAY

A small memory that felt instantly familiar — For Mother’s Day, we worked on a heartfelt Parachute campaign conceptualized by Ogilvy, inspired by the childhood memory of mothers lovingly oiling their child’s hair. A young girl’s tiny ponytail was creatively shaped into a playful coconut tree silhouette, echoing the iconic Parachute identity. Our role focused on image retouching, detailing, and final visual refinement for both print and digital adaptations.

For this Mother’s Day campaign for Parachute, conceptualized by Ogilvy, the idea came from a familiar moment seen in many Indian homes, mothers patiently oiling their daughter’s hair and tying it into a tiny upright ponytail. That simple shape was creatively connected to the iconic coconut tree associated with Parachute, turning an everyday ritual into a warm and nostalgic visual.

The line “To the proud inventors of the coconut tree, Happy Mother’s Day” added humor and relatability while celebrating the care passed down through generations. Our role focused on image retouching and detailing, refining the hair, skin, and overall visual balance to preserve the softness and emotional simplicity of the concept across both print and digital media.