SUNSILK STYLES BOLLYWOOD

TitleSUNSILK STYLES BOLLYWOOD
BrandHINDUSTAN UNILEVER
Product / ServiceSHAMPOO
CategoryA01. Best Use of Television/Cinema
EntrantMINDSHARE INDIA Mumbai, INDIA
Entrant Company:MINDSHARE INDIA Mumbai, INDIA
Media Agency:MINDSHARE INDIA Mumbai, INDIA

Credits

Credits

Name Company Position
Nikshep Nair Mindshare Manager
Pravin Shetty Mindshare Business Director
Sankalp Singh Mindshare Executive
Swati Mohan Mindshare Business Director

Results and Effectiveness

Success of the Partnership gave: 11% growth of Sunsilk’s premium range Other upward trends (Source: Indica Research) 87% viewers recalled brand Sunsilk in the movie. 89% remembered Priyanka Chopra, the lead protagonist as Sunsilk brand ambassador. Brand imagery on “modern, up-to-date, and trendy” shot up by 11%. The brand got PR worth $1.27 Mn. More than a million downloaded Sunsilk hairstyles during the movie release. FASHION movie was a box office hit and won many prestigious film awards. Priyanka Chopra was judged the Best Actress of the year. Thus, building back relevance with the brand.

Creative Execution

Marrying of Fashion & Style with Bollywood was the identified route and for Sunsilk to stylize the onscreen life of Film stars. Sunsilk partnered with a mega Indian blockbuster movie “FASHION” releasing across 630 screens (an average movie releases in 350 screens in India). The film has Sunsilk brand ambassador, Priyanka Chopra as the lead protagonist. The film was based on the fashion world splashed with beautiful models in designer outfits, fashion shows and new & trendy hair styles. The partnership allowed Sunsilk to play a pivotal role in the story. The plot of modeling contracts, advertising campaigns, fashion show, photo shoots were built around Sunsilk. The star cast walked the ramp of India’s most coveted fashion show announcing the new stylized “looks” by a leading fashion designer and hair stylist. For the first time ever, the launch of a brand, a movie exploded - all on one podium.

Insights, Strategy and the Idea

Sunsilk has been an established hair care brand in India. With Premium brands making an entry, it impacted Sunsilk - eroding its share. This additionally led to the brand losing its “relevance” with its TG, a twenty something girl, who now perceived Sunsilk as her moms’ brand. To address these issues that plagued the brand, Sunsilk Style was launched as a premium range. This girl whilst closely associated with her peers, always wants to be a bit different from them and be the first to adopt the latest trends. She is fascinated by the “brands that are fashionable and trendy” with Hindi Cinema (Bollywood) being her biggest influence - allowing for adoption of reel style into real style. The challenge was to use the cultural hook of Bollywood to make Sunsilk fashionable, trendy and relevant.