Parachute Advansed Jasmine, a leading personal care brand, has allied with the Indian athlete, Jyothi Yarraji.
The partnership aligns seamlessly with Parachute Advansed Jasmine’s #ShineBejhijhak campaign, celebrating women’s confidence and resilience. Yarraji, a trailblazing hurdler renowned for her determination and talent, embodies this spirit.
Speaking about the partnership, Somasree Bose Awasthi, Chief Marketing Officer of Marico, said, “Parachute Advansed Jasmine wants to bring to the fore the inspiring story of Jyothi who is going to represent India at the biggest sporting stage. We celebrate her journey on the 100m track and also the multiple roles and avatars she plays as a human. She shines in all her avatars. And now she is ready to #ShineBejhijhak on the biggest stage.
“Yarraji is known to experiment with different hairstyles to underscore the role her appearance plays in her confidence levels. “Indian women talk about beauty and hair in the same breath. When their hair looks beautiful, they feel a sense of confidence. That is the philosophy behind Parachute Advansed Jasmine’s #ShineBejhijhak. When you have beautiful shiny hair, you feel beautiful, and hence, more confident (bina kisi jhijak ke). We wanted to capture her story and the story that has gone behind the making of a high-performing athlete. This was only possible because at every hurdle she decided to be confident and shine.”
Through this association, Parachute Advansed Jasmine seeks to inspire and empower women nationwide by showcasing Yarraji’s inspiring journey. The brand will provide comprehensive support to the athlete, aiding her training, preparation, and overall development.
The partnership is expected to create a significant impact, not only on Yarraji’s athletic career but also on the lives of countless women who look up to her as a role model.
Jyothi Yarraji, the fastest Indian hurdler, is set to make her Olympic debut at the Paris 2024 Games. The Asian Games silver medallist will compete in the women’s 100m hurdles, an event that promises to be a thrilling showcase of athleticism.
With multiple national records to her name, including a stunning 12.78s clocked in Chengdu, Yarraji is a force to be reckoned with.
The women’s 100m hurdles event at Paris 2024 will begin with the first round of heats on August 7.