Link to the video assets: (YouTube , Instagram)
Athlete Jyothi Yarraji’s journey highlights the incredible potential of the human spirit. Rising from humble beginnings to become a star at the world’s biggest sporting carnival, this 24-year-old from Visakhapatnam, Andhra Pradesh, is India’s finest hurdler to date. At the age of 23, Jyothi became the first Indian woman to break the 13-second barrier, setting a national record by running the 100m hurdles in just 12.78 seconds.
Known as a trailblazer who put India on the world map, Jyothi’s journey has been marked by numerous challenges and obstacles in her early days. However, through unwavering determination, she has overcome each one, paving her path to athletic success. This resilience and brilliance are why Parachute Advansed Jasmine Hair Oil has proudly partnered with Jyothi to support her ahead of her relay at the ongoing sporting event.
Yarraji shines in all facets of her life, something that Parachute Advansed Jasmine as a brand advocates with their #ShineBejhijak campaign. This partnership celebrates Jyothi’s journey beyond her athletic achievements, highlighting her roles as a dedicated daughter, loyal friend, and passionate painter; putting her heart into every role she plays.
Speaking about the partnership, Somasree Bose Awasthi, Chief Marketing Officer of Marico Ltd, 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,” Awasthi added.
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