‘ Sunsilk Gang Of

Girls ”
Presented by -:
Group No- 5
Saurabh Singh
Saurav Kumar
Souradip Das
Sukrit Ghosh
Tapaswini Mishra
Sunsilk Gang of Girls
Lunch : July 17, 2006
Developed by : HLL in partnership with JET ad agency and
 BC Webwise.
Meant for : Girls
1.Various feature which including blogs
2.Advice on hair care and fashion from experts
3.Job sites
4.Upload photograph and get an online makeover
on fashion
5.Engage in a group activities
Popularity : Registered crossed the half million mark, with
 about 30,000 gangs
Background Note
(Importance On Marketing)
Largest spender in traditional media like TV, Print and Radio (largest
advertiser on radio in India).
Largest spenders in non conventional media in India.
Use of wall paintings, colorful flyers, entertaining jingles, traveling
cinema vans,.
Lunch specific rural marketing programs :
1.Project Shakti
2.Lifebuoy Swasthay Chetana
Used new kinds of media like advertiser funded programs (AFP),
internet and digital media.
HLL focused on 360- degree communication and integrated campaigns
for all major brands.
SUNSILK- A POWER BRAND
vLeading brand of Unilever in 50 countries
vIntroduced in India in 1964
vInitially cosmetic beauty shampoo
vGradually many transformation took place
vVarious forms for various hairs
vProjected as hair expert
vBrand rejuvenation in 2003 as “SUNSILK
NATURALS”
vBy 2007 leading shampoo brand of India
q

MEDIA STRATEGY FOR SUNSILK
vPredominantly TV lead
vNon Traditional media like FM radio
vSponsored events like “Femina Miss India”
& “India Fashion Week”
vIn 2003 online route
vJust for You Zone- Javed Habib
vCool Zone – Sunsilk cool&Fresh
vSunsilknaturals.com- Sunsilk Natural range
 First online
Community of its
kind for Girls
What’s unique about this
initiative
 Animated Chirpy girls character and bright colors.
 Topics of interest included- fashion, job hunting, fun,
emotional .bonding, gossip,
 Parade ground to showcase talent , Cool prizes.
 Partnership with ELLE, Cosmopolitan, New Women.
 GoG TV.
 Media blitz.
 Broadcast, print, online and outdoor media, public
relations(NDTV , CNBC etc), and community outreach
programs, online promotion such as on MSN.
 Association with films such as “Dream Girls”.
 Presences in College festivals, multiplexes, mall activation
programs etc to spread awareness.
 Launching and Promoting
Sunsilk GOG
vLate 2006, GOG website came into action when
HLL conducted Sunsilk Hair Bars(SHB) event
in Delhi.(girls getting advice on haircare).
vAfter this in Dec2006; another event in
Mumbai.(changing the perception of
steriotype women to modern, stylish,
updating women).
vHere eight gangs(called gang of girls)
participated in the program and winner got
trip to Goa.
vThis was their CRM strategy.
v
Outcome from this web
portal
gangofgirls.com
v Within 1.5 months 1,00,000 members got registered.
v By Nov’2006, it got 250,000 registrations with 12-13
million page views per month.
v By Mar’2007 the number of registered members was
540,000.
v It was totally a user-friendly site.
v target customers– youth hangouts at colleges, malls,
multiplexes, etc.
v Customer base was so high only because due to– the
site not only refers to hair treatment tips but also
discuss about the daily referent issues related to girls.
v HLL enhancing its CRM policy day by day.
v Recent development– segmenting into the Global arena
as HLL’s target is for long term success not the short
term goals.
More Branded Spaces for
Girls
v a competition for HLL.
v Mainly competitor was Procter and Gamble.
v P&G debuted their own portal Beinggirl.com
v Mainly promoted its hygiene brand for women,
information related to health, wellness, games ,
problems for girls.
v Targeted mainly the teenage girls(age group 14-19).
v For the CRM strategy to be more enthusiastic and more
customer oriented they got offline partnership with
the T.V. channel CNBC Awaaz with Brand ambassador
as Susmita Sen.
v Problem– P&G considered as me-too brand.
v Their differentiation– not providing any social
networking.
THE OTHER VIEW
vAbsence of the “ Cult Appeal”.
vReason for taking it global -- may be it is
unable to sustain the interest of the target
group.
vHLL has never mentioned the impact of this
initiative in quantitative terms.
v12-13 million page views – ‘highly unlikely’ –
example of PR Hype.

 OUTLOOK
Ø One of the first Indian company to take up the
risk.
Ø GOG-Global – so as to create world’s largest
online community.
Ø Approaching rural areas – ‘Sunsilk Sahelian’.
Ø Approaching the Target Group:


 TV Ads[Wheel]
Via Internet[AXE, Sunsilk,etc]
