Sunsilk Gang of Girls (GOG) was an online community launched by Hindustan Unilever to connect with their target audience of women. GOG allowed women to share personal information, get advice from hair experts, and participate in contests. It was a major initiative for the hair care brand Sunsilk and helped build an engaged online community. However, concerns were raised around personal information being shared and potential blocking of users. The GOG concept was successful and saw over 3.5 million registrations, with plans to launch a new rural-focused version called "Sunsilk Saheli".

1. Sunsilk Gang of Girls
Presented by:
•Soumitra Kisku
Pune Institute of Business Management

2. World’s 3rd largest FMCG company
•World's leading brand
Majority in hair conditioning and
owner the second largest in
shampoo.
India’s largest consumer products company
• 35 brands

6.  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

7. Hair problem !!

8. HAIR EXPERTS

10. Contests

18.  NON-TRADITIONAL MEDIA
 SPONSORED EVENTS: „FEMINA MISS INDIA‟
AND „INDIA FASHION WEEK‟.
 ONLINE INITIATIVE:
 JUST FOR YOU ZONE-JAVED HABIB
 PRINT
 OUTDOOR

19. • BUILDING ONLINE COMMUNITY
• WOMEN FELT PRESENCE ON INTERNET
• INTERACTIVE COMMUNICATION & CONNECT
WITH TG ON PERSONAL LEVEL
• SHIFT FROM INDIVIDUAL INTEREST TO
COMMON INTEREST

20. • 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

21. • The concept will soon be
relaunched for rural parts
of India as “Sunsilk Saheli.”