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nsilk Gang Of

 

nsilk Gang Of

”irls

”irls

 

-:

resented by

 -:

resented by

Group No- 5

Saurabh Singh

Saurav Kumar

Souradip Das

Sukrit Ghosh

 Tapaswini Mishra

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Sunsilk Gang of GirlsLunch : July 17, 2006

Developed by : HLL in partnership with JE ad a!ency and  "# $ebwise%

&eant 'or : (irls1%)arious 'eature which includin! blo!s

2%*dvice on hair care and 'ashion 'ro+ eperts

-%Job sites

.%/ pload photo!raph and !et an online +aeover

on 'ashion%En!a!e in a !roup activities

opularity : 3 e!istered crossed the hal' +illion +ar, with  about -0,000 !an!s

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Background Not !"mportanc #n Markting$Lar!est spender in traditional +edia lie ), rint and 3adio 4lar!est

advertiser on radio in 5ndia%

Lar!est spenders in non conventional +edia in 5ndia%

/se o' wall paintin!s, color'ul 'lyers, entertainin! in!les, travelin!cine+a vans,%

Lunch speci'ic rural +aretin! pro!ra+s :

1%roect 8hati

2%Li'ebuoy 8wasthay #hetana

/sed new inds o' +edia lie advertiser 'unded pro!ra+s 4*9,internet and di!ital +edia%

HLL 'ocused on -60 de!ree co++unication and inte!rated ca+pai!ns'or all +aor brands%

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SUNSILK- A POWER BRANDv%ading brand of &nilvr in 5' countris

v"ntroducd in "ndia in ()*+

v"nitiall, cosmtic baut, shampoo

vGraduall, man, transformation took plac

various forms for various hairs

v.ro/ctd as hair 0prt

v

Brand r/uvnation in 1''2 as 3S&NS"%KN4T&4%S6

vB, 1''7 lading shampoo brand of "ndia

q

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MEDIA STRATEGY FOR SUNSILK v.rdominantl, T lad

vNon Traditional mdia lik 8M radio

vSponsord vnts lik 38mina Miss "ndia69 3"ndia 8ashion :k6

v"n 1''2 onlin rout

v ;ust for abib

v?ool =on @ Sunsilk cool98rsh

vSunsilknaturalsAcom- Sunsilk Natural rang

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irst online

 

irst online

 omm nity of its

 omm nity of its

 ind for Girls

 ind for Girls

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h i b hi

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:hats uniCu about thisinitiativ4nimatd ?hirp, girls charactr and bright colorsA

 Topics of intrst includd- fashion /ob hunting funmotional Abonding gossip

.arad ground to showcas talnt ?ool priEsA

.artnrship with F%%F ?osmopolitan Nw :omnAGoG TA

Mdia blitEA

Broadcast print onlin and outdoor mdia publicrlations!NDT ?NB? tc$ and communit, outrachprograms onlin promotion such as on MSNA

4ssociation with films such as 3Dram Girls6A

.rsncs in ?ollg fstivals multipl0s mall activationprograms tc to sprad awarnssA

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 %aunching and .romoting

Sunsilk G#Gv%at 1''* G#G wbsit cam into action whn

>%% conductd Sunsilk >air Bars!S>B$ vntin DlhiA!girls gtting advic on haircar$A

v4ftr this in Dc1''* anothr vnt inMumbaiA!changing th prcption ofstriot,p womn to modrn st,lishupdating womn$A

v>r ight gangs!calld gang of girls$participatd in th program and winnr gottrip to GoaA

v This was thir ?M stratg,A

v

t t

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utcom rom t s wportal

gangofgirlsAcomv:ithin (A5 months (''''' mmbrs got rgistrdAvB, Nov1''* it got 15'''' rgistrations with (1-(2

million pag viws pr monthAvB, Mar1''7 th numbr of rgistrd mmbrs was

5+''''Av"t was totall, a usr-frindl, sitAvtargt customrs@ ,outh hangouts at collgs malls

multipl0s tcAv?ustomr bas was so high onl, bcaus du to@ th

sit not onl, rfrs to hair tratmnt tips but alsodiscuss about th dail, rfrnt issus rlatd to girlsA

v>%% nhancing its ?M polic, da, b, da,Avcnt dvlopmnt@ sgmnting into th Global arna

as >%%s targt is for long trm succss not th short

trm goalsA

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Mor Brandd Spacs for

Girlsva comptition for >%%AvMainl, comptitor was .roctr and GamblA

v.9G dbutd thir own portal BinggirlAcom

vMainl, promotd its h,gin brand for womninformation rlatd to halth wllnss gams problms for girlsA

v Targtd mainl, th tnag girls!ag group (+-()$A

v8or th ?M stratg, to b mor nthusiastic and mor

customr orintd th, got offlin partnrship withth TAA channl ?NB? Awaaz with Brand ambassadoras Susmita SnA

v.roblm@ .9G considrd as m-too brandA

v Thir diffrntiation@ not providing an, social

ntworkingA

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 T>F #T>F "F:v4bsnc of th 3 ?ult 4ppal6A

vason for taking it global -- ma, b it is

unabl to sustain th intrst of th targt

groupA

v>%% has nvr mntiond th impact of this

initiativ in Cuantitativ trmsA

v(1-(2 million pag viws @ Hhighl, unlikl, @

0ampl of . >,pA

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#&T%##K Ø#n of th first "ndian compan, to tak up th

riskA

ØG#G-Global @ so as to crat worlds largst

onlin communit,A

Ø4pproaching rural aras @ HSunsilk SahlianA

Ø4pproaching th Targt GroupI

   T 4dsJ:hl

ia "ntrntJ4LF Sunsilktc