CREATIVE BRIEF

PRODUCT: Sunsilk
CAMPAIGN NAME: Sunsilk Co- Creation
SYNOPSIS:
Sunsilk's website Gang of Girls has been relaunched in keeping with the new campaign
of the brand for "Sunsilk Co-Creations".
The revamping has been done by BC Webwise, a digital advertising agency that has handled the brand's
work for seven years.
BACKGROUND:
Sunsilk is a hair care brand, primarily aimed at women, produced by the Unilever
group, which is now considered the world's leading company in hair conditioning and
the second largest in shampoo. Sunsilk is Unilevers leading hair care brand, and ranks
as one of the Anglo-Dutch conglomerate's billion dollar brands". Sunsilk shampoos,
conditioners and other hair care products are sold in 69 countries worldwide.
Sunsilk was launched in the UK in 1954, and by 1959 it was available in 18 different
countries worldwide. Sunsilk is sold under a variety of different names in markets
around the world including Elidor, Seda and Sedal. The brand is strongest in Asia,
Latin America and the Middle East and is the number one hair care brand in India,
Brazil, Argentina, Bolivia, Bangladesh, Sri Lanka and Thailand.
MARKETING OBJECTIVE:
Inspire the target audience to get the Best Hair through Sunsilk.
COMMUNICATION OBJECTIVE:
Campaigns Idea: To Create the Best Sunsilk for YOu.
TARGET AUDIENCE:
The main target market/audience of Sunsilk is females between the ages group 16-40
belonging to the lower and middle income classes. But in their promotional activities,
they cover the whole market irrespective of these classes. Sunsilk target its market on
the basis of consumer buying behavior, income level, and purchasing power of people.
For which quantity of the product can be changed according to the income and
purchasing power of the consumers as in case of Sunsilk 120ml and 5ml packs are also
available to target low income groups.


TARGET AUDIENCE MINDSET:
Females who come from all walks of life and have hair problem, still desires for the
BEST HAIR and needs a product which makes them feel they truly have the BEST
HAIR .
KEY MESSAGE:
YOU DONT HAVE TO WORRY .. For dry and damaged hair
YOU DONT HAVE TO WORRY .. For scalp care and hair fall
YOU DONT HAVE TO WORRY .. For smoothening hair
YOU DONT HAVE TO WORRY .. For stubborn and frizzy hair
YOU DONT HAVE TO WORRY .. For shiny hair
YOU DONT HAVE TO WORRY .. For colored hair
YOU DONT HAVE TO WORRY .. For curls
Having amazingly beautiful hair is every women's dream and Sunsilk fufilled this
wish with their new product - Sunsilk Co-creations.
HOW THE BRAND SHOULD SPEAK:
The following factor needs to be considered while conveying the ad message:
Creatively vivid
Must have personal approach
To the point in few words
Easy to remember
Must have meaning beyond the brand
Assertive yet Humble