SUNSILK GANG OF GIRLS Background Towards the end of 2002 Sunsilk, which was then sponsoring the Miss

s India pageant, decided to establish an online presence for the endeavour. The success of this activity spawned the idea of developing a portal for young girls and soon thereafter the Sunsilk Naturals (as the brand was known back then) came into being. The site at this time was replete with substantial hair and beauty content while prominently featuring Jawed Habib as hair care expert. This in turn successfully resonated with the target audience paving the way for an exclusive all-girl community that is today widely recognized as Gang Of Girls. Strategic Insights Over the years the website has evolved in its look, tone and core content. However, it has always operated on certain fundamental principles and with a thorough understanding of its TG. Sunsilk gang of girls is an exclusive online community for such like minded girls. The site is built on the philosophy that girls love to gang together to express what they feel. It is a place for young urban women to come and say what they mean. It is founded on three pillars and has been operating on these since its inception. These are self-expression, interactivity and hair & fashion content. Today the website speaks to the 20 something urban woman found to frequent malls and multiplexes with a love of shopping and a tendency to live life to the fullest. The Sunsilk girl keeps up with the latest fashion and trends and would seek these out in magazines, movies and peers. The brand recognizes this and broadly wishes to operate in the space of fashion and style.

No.4 St. Martins Road, Off Turner Road, Bandra West, Mumbai 400050 Tel: +9122-26421292 / 93 / 94

Execution Platforms for Self-Expression o GOG TV enables girls to upload and share their videos. It has features like the moviemaker create her own movie by using pre-shot movie clips. It also features the slideshow maker; where a user can upload pictures and give it various transitions along with background music. o Get Spotted is yet another platform for girls to showcase their talents in performance art, writing etc. and win prizes based on how other users rate their talents. o Furthermore, the Life Cant Wait tools give users a unique and creative space wherein they can express to other users their lifes defining moments as well as their goals and dreams. o The Be A DJ feature in the Rhythm Lounge allows users to express themselves musically they can create their own music mixes by mixing an matching pre-recorded instrumental tracks. Space to Interact with Other Users o Girl Talk is one of the most active sections of the website. It is a forum that gives girls the space to discuss everything from hair & fashion to the latest in entertainment. o Ask the girls is a special feature introduced with the understanding that girls often have questions that only other like-minded girls can answer. The site therefore has given its users the space to ask around. From fashion to sex to sports the girls can ask questions under specified categories and get them answered by other girls. o The website in association with MSN India has also introduced its very own mail and chat service available exclusively to girls on the website. Interactive Tools & Applications o The Complete Makeover Machine is a breakthrough tool that allows users to give themselves head-to-toe virtual makeovers by experimenting with the trendiest hairstyles, outfits and accessories. o The site is further equipped with exciting games that users can play over and over again. o A handy desktop application the Sunsilk Buddy keeps users abreast of the latest happenings on the site and gives them the means to update various sections of the site through the application itself. Spirit of Ganging o Ganging is alive and blazing ahead on the site and this can be seen in the core site sections that focus on the spirit of ganging. o The Gang Blogs for instance allows users to blog as a gang thereby each blog reflects the collective opinion of the various gang members that author it.

No.4 St. Martins Road, Off Turner Road, Bandra West, Mumbai 400050 Tel: +9122-26421292 / 93 / 94

Gang Wars is yet another fun activity that gangs can partake in each month. Gangs get to compete against one another in games and the winning gang is awarded exciting prizes. Gangs are also given the space to seek out new members and website newbies can find themselves a suitable gang by placing classified ads in the classifieds section of our site.

Rich & Informative Content o The site is a rich reservoir of articles on hair styling, hair care, fashion trends, beauty secrets, relationships and more. o Additionally, the website features blogs by female celebrities giving users insight into the lives and minds of their idols. o The site is well equipped with the latest entertainment updates presented by MSN India. o The website in association with Astro Life presents users their daily horoscope along with other astrological insights. o An association with Monster Jobs allows the site to present users with hot career opportunities for them to explore. Replicating Success across Asia The success of Sunsilk Gang Of Girls, over the years, has given way to the launch of Gang Of Girls websites for each of a number of countries in South and South-East Asia.

Other Media Used Towards the end of 2007 Sunsilk Gang Of Girls introduced a viral spoofing the then popular film Chak De India. The viral appropriately named Choke There features a disgraced & beleaguered hockey coach in search of his dream hockey team. Some of the hilarious spoofs featured in the viral include Shah Rukh, Himmesh, Mithun, Sholays Thakur and more.

No.4 St. Martins Road, Off Turner Road, Bandra West, Mumbai 400050 Tel: +9122-26421292 / 93 / 94

Campaign Elements GOG TV

Life Cant Wait Moment Tool

No.4 St. Martins Road, Off Turner Road, Bandra West, Mumbai 400050 Tel: +9122-26421292 / 93 / 94

Girl Talk

GOG Chat

No.4 St. Martins Road, Off Turner Road, Bandra West, Mumbai 400050 Tel: +9122-26421292 / 93 / 94

Complete Makeover Machine

Entertainment

Fashion Content

No.4 St. Martins Road, Off Turner Road, Bandra West, Mumbai 400050 Tel: +9122-26421292 / 93 / 94

Gang Blogs

Gang Wars

No.4 St. Martins Road, Off Turner Road, Bandra West, Mumbai 400050 Tel: +9122-26421292 / 93 / 94

Viral Choke There

Sunsilk Gang Of Girls Singapore

No.4 St. Martins Road, Off Turner Road, Bandra West, Mumbai 400050 Tel: +9122-26421292 / 93 / 94

Campaign Dates June 2006 January 2009 Campaign URL www.sunsilkgangofgirls.com Results Total Registration 7,16,621 Average Monthly Page Views 30,00,000 Average Monthly Hits 1,20,00,000 Average Monthly Unique Visitors 97,086 Total Number of Gangs 42,586 Average Visit Length 11.06 minutes Client Testimonial "The content of the website has evolved over time since its inception, but the philosophy on which the site was built has remained constant. The site is the place for a 20 something urban girl to come and band together with like-mined girls and express what she feels. Built on the three pillars of self-expression, interactivity and hair & fashion content, the website continues to successfully communicate with its TG." Sumit Mathur, Brand Manager, Sunsilk Hindustan Unilever Limited

No.4 St. Martins Road, Off Turner Road, Bandra West, Mumbai 400050 Tel: +9122-26421292 / 93 / 94