Sunsilk Gang of Girls': Hindustan Lever Limited's Online Social Networking Initiative in India

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"'Sunsilk Gang Of Girls' is the first ever concept of its kind … This online world of Sunsilk is aimed at providing a retreat to them (young girls) wherein they can connect over shared passions. Meticulous research and strenuous effort have gone into creating a website that should both fascinate and benefit young girls across India and even beyond. We're thrilled to launch this community as we see it as Sunsilk's defining interface for its consumers."

- Vipul Chawla, Category Head - Hair Care, Hindustan Lever Ltd., in June 2006.

"Community-building as opposed to plain info about brands is catching on. A lot of brand sites blatantly push their products even in a designated 'fun zone' or space on the web, which puts off the youth of today. Community-building attempts to reach out to this audience by appealing to what they like most and entwining it with their brand communication."

- Chaya Brian Carvalho, CEO and MD, BC Webwise, in July 2006.

"Apart from fuelling an increase in sales growth and market share, it enhanced the imagery of the brand transforming it into a modern female youth (18+) brand. The internet is cost effective as opposed to traditional media and we are willing to put serious money behind it as it is the fastest growing area that we are willing to play in."

- Rahul Welde, General Manager - Media Services, Hindustan Lever Ltd., in March 2007.

Welcome to The Sunsilk Gang!

In March 2007, BC Webwise won the Gold in the 40th Annual Abby Awards in the interactive digital marketing category for the Sunsilk Gang of Girls (GoG) website (Sunsilkgangofgirls.com). This social networking site has been built around the leading beauty shampoo brand - Sunsilk - a product of India's largest fast moving consumer goods (FMCG) company Hindustan Lever Ltd. (HLL). GoG was launched on July 17, 2006. It was developed by HLL in partnership with advertising (ad) agency JWT and BC Webwise. The branded space, meant exclusively for girls, had various features which included blogs, advice on hair care and fashion from experts, a job site, etc.

There was also a Makeover Machine in which the members could upload their photographs and get an online makeover with new hairdos, eye shades, lip color, etc.

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1] "Sunsilk Launches 'Gang of Girls' - the World's First All-girl Online Community," www.ndtvprofit.com, June 16, 2006.

2] Renelle Snelleksz, "Access Only!! Sunsilk Gang of Girls," www.us.indiantelevision.com, July 26, 2006.

3] "Iamai Readies India for 'The Digital Era'," www.indiantelevision.com, March 17, 2007.

4] BC Webwise, based in Mumbai, India, is a leading Internet advertising agency in India.

5] The Annual Abby Awards is a coveted award for advertising excellence in India given away every year by Ad Club Bombay.

6] "O&M Makes a Clean Sweep at the Abbies," www.indiantelevision.com, March 5, 2007.

7] JWT (previously known as J. Walter Thompson) is the world's fourth largest ad agency

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