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Our Bureau

Mumbai , Aug. 23

MARICO, the FMCG major, today announced its entry into the premium male grooming category with the launch of Parachute After Shower Hair Cream for Men.

The is the first non-oil product under the Parachute brand, and meant for everyday hair styling.

With aquamoisturisers, the product is non-sticky, has a zingy fragrance and gives a stylish "after shower" look.

Test cricketer Yuvraj Singh has been signed as brand ambassador for the product.

The cricketer will star in an advertisement, themed "Style on... everyday", that depicts how his hair is always well-styled, whether he is on the field diving for a catch, or off it having a great time with friends.

Famous fashion photographer Atul Kasbekar has also captured Yuvraj in a completely new, stylish "after shower look." Apart from TV, the ad campaign will be executed for outdoor, cinema and radio advertising too.

"The need for men to look good has never been more important. Parachute After Shower Hair Cream for men, with aqua moisturisers, is the answer to a man's desire for well-styled hair, day in and day out.

Its non-stickiness and zingy fragrance is bound to get many more men sporting the after shower look," said Saugata Gupta, Chief - Marketing, Marico Ltd.

"Stylish and flamboyant, yet with substance, Yuvraj is a true representation of our brand persona," he added.

The hair cream is being launched countrywide after a successful prototype (test-market) in Mumbai.

The product is priced Rs 29 (50 g tube) and Rs 55 (100 g jar). It has a premium, international packaging.

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