Sunsilk Gang of Girls

Presented by:

•Soumitra Kisku

Pune Institute of Business Management

World’s 3rd largest FMCG company

India’s largest consumer products company• 35 brands

•World's leading brand in hair conditioning and the second largest in shampoo.

Majority owner

Background

WELCOME TO SUNSILK GANG OF GIRLS

‘Evolution of Gang of Girls’July 17, 2006

SOCIAL NETWORKING SITE (sunsilkgangofgirls.com) MEANT EXCLUSIVELY FOR GIRLS CONNECT BETWEEN THE CONSUMER AND THE BRAND

Objectives

GIRLS IN THE TARGET GROUP OF 18-25 YRS INTERACTIVE PLATFORM FOR USERS VARIETY OF ACTIVITIES FOR USERS

‘ONLINE ALL GIRL COMMUNITY’

& Desperate Boys

BUILT ON THE CONCEPT OF GIRL BONDING

REVEALES PERSONAL INFORMATION &

COULD BE BLOCKED

CLAIMED TO HAVE CONTENT FILTERS &

OTHER SECURITY FEATURES

CENTERPIECE OF GOG WAS MAKEOVER

MACHINE

Features & Facilities

Hair problem !!

HAIR EXPERTS

Contests

Tie-in with “monster.com”

NON-TRADITIONAL MEDIA SPONSORED EVENTS: ‘FEMINA MISS INDIA’

AND ‘INDIA FASHION WEEK’. ONLINE INITIATIVE: JUST FOR YOU ZONE-JAVED HABIB PRINT OUTDOOR

Media Blitz

• BUILDING ONLINE COMMUNITY

• WOMEN FELT PRESENCE ON INTERNET

• INTERACTIVE COMMUNICATION & CONNECT

WITH TG ON PERSONAL LEVEL

• SHIFT FROM INDIVIDUAL INTEREST TO

COMMON INTEREST

GOG & Consumer Behaviour

Achievements

• HINDUSTAN LEVER CLAIMS 3,500,000

REGISTRATIONS• SITE HAD REGISTERED ALMOST 200 MILLION

HITS.

• TOTAL NUMBER OF GANGS – 42,586

• 12-13 MILLION PAGE VIEWS EVERY MONTH

• The concept will soon be

relaunched for rural parts

of India as “Sunsilk Saheli.”

Mission