Sunsilk is a hair care brand, primarily aimed at women. It is produced by the Unilever group.
Sunsilk shampoos, conditioners and other hair care products are sold in 69 countries
Sunsilk – Gang of Girls
In 2002 Sunsilk sponsored the Miss India pageant and decided to establish an online presence
for the endeavor. The success of this activity spawned the idea of developing a portal for
young girls and soon thereafter the Sunsilk Naturals digital initiative Sunsilknaturals.com came
The Sunsilknaturals.com had 100,000 registered users and it offered hair suggestions and had
an active message board where members took discussions beyond hair care. The initial
response and success of the Sunsilknaturals.com strengthened the idea of launching a
community led website for the girls.
July 2006, FMCG giant HUL launched Sunsilk Gang of Girls, an online social networking website
built around its leading beauty shampoo brand, Sunsilk. It got great response on the launch
and in just 36 days managed to attract 100,000 members. The content on the site goes beyond
hair care and styling information to blogs, job offers, games, contests, music loungs, forums
etc. It also has a makeover machine in which the members could upload their photographs
and get an online makeover by trying out new hairdos, eye shades, lip-color, etc. Moreover,
Gang of Girls has various tools and activities which are designed to enable the target group to
have fun, and provide a sense of emotional bonding.
Online promotion meets offline activities
Gang of Girls was launched with a media blitz in broadcast, print, outdoor and online media. It
also made extensive use of public relations to promote the site. To increase awareness of the
site HUL conducted mall activation programs and participated in college youth festivals.
Source: bcwebwise, andhranews.net
In November 2006, it was reported that the site had generated 200 million hits and got on an
average 12 million to 13 million page views per month.
In March 2007, HUL launched the Gang of Girls TV where members could upload their videos
and share them with the other members. By March 2007, the number of registered members
had crossed the half million mark, with about 30,000 gangs. The other interactive features like
Makeover Machine, the Sunsilk Buddy, the Life Can’t Wait, Rhythm Lounge helped engage the
Gang of Girls.
Sunsilk – just a beginning
The word-of-mouth advocacy generated by such efforts would go a long way in building a
brand. Moreover, in the form of the Gang of Girls, HUL offered a platform where the target
group could engage without the constraints of time and location. 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.