Kamran Shabbir

The accent is on It knows you, and hence knows exactly

what your hair needs

Kamran Shabbir
- Launched in 1962 , Sunsilk is the largest beauty shampoo
brand in the country from Hindustan Lever (HLL)

- Over the decades Sunsilk as a hair care and hair expert brand
has constantly evolved, innovated & has been revamped
keeping it contemporary with the changing times and
consumer preferences. It has become a premium and
fashionable brand in the personal products beauty segment.

- Positioned as the 'Hair Expert', Sunsilk has identified
different hair needs and offers the consumer a shampoo that
gives her the desired results.

- Customisation has been the core of the product strategy for
Sunsilk

- Sunsilk has been at the forefront of HLLs experiments with
extensions, variants, pricing strategies, and large-scale
advertising and promotional campaigns.
Kamran Shabbir
COMMUNICATION
@ Sunsilk communication has been true to its
values. The brand demonstrates a perceptive
and sympathetic understanding of women, how
she feels when she is faced with hair problems
and how elated she feels at the end of the
conflict. Communication is driven by insights into
the feelings surrounding those problems.
@ The communication idea has always been to
capture the 'emotional drama' in a girl's life that
results out of a particular hair problem.
@ Core to the success of the brand has been its
ability to relate to the contemporary Indian
woman as a beauty and hair care expert.
Kamran Shabbir
BRAND VALUES
Sunsilk as a brand recognises and respects the
fact that every woman has unique hair needs
and problems.
Unlike other beauty brands that offer superficial
beauty, Sunsilk is a genuine and honest brand
which celebrates natural beauty. It contains
familiar and trusted natural ingredients which
women have been using for centuries to make
their hair look more beautiful.
While the brand is rooted in nature, it is a young
and modern brand which connects with the
woman of today and her aspirations and
dreams.
Kamran Shabbir
The brand has been at the forefront in finding
unique solutions to specific hair problems -
whether it is a shampoo to add volume to hair,
or a shampoo for damaged hair repair, a
shampoo for curly, wavy hair or a shampoo for
oily hair. In the market there is a Sunsilk variant
for each of these hair types and problems.


The brand has constantly evolved, innovated
and changed with the times. Sunsilk as a brand
has metamorphosed from being a plain hair
beauty brand into a customised hair care brand.
Right from the launch of different hair
shampoos, to shampoo plus conditioners to hot
hair oil treatments to hair experts, Sunsilk has
forged ahead in the field of hair care.

Kamran Shabbir
Why has HLL
continuously
experimented
with sunsilk?
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TARGET GROUP
&
BRAND STRATEGY

Kamran Shabbir

HAIR EXPERTS

VS

CELEBRITIES
Kamran Shabbir
- Sunsilk has been the pioneer in the field of hair care. Perhaps
the greatest innovation Sunsilk has brought to this field is the
concept of the Sunsilk Hair Expert, a professional trained in
the art of hair care and styling.

- The concept of brand ambassadors originated with the panel
of Sunsilk Hair Experts. Many leading hair experts have
endorsed the brand: Naina Balsaver in the 1980s, Coleen
Khan in the 1990s

- Jawed Habib and Samantha Kochhar are currently the Sunsilk
Hair Experts, who with their experience and expertise have
together with Sunsilk revolutionised the very concept of hair
care.

- What separates the Sunsilk panel from any other is the fact
that the panel of experts do not merely endorse the brand
they also share the Sunsilk experience with consumers and
interact with them and help seek solutions to their problems.
Kamran Shabbir


MAJOR
BARRIERS
FACED
INITIALLY


Kamran Shabbir

i. The perception that shampoos contain harsh
synthetic chemicals that could damage hair,
ii. High price and
iii. The view that the shampoo is more of a
glamour product rather than a hygiene
product.

To correct this popular misconception
became the new mission.

Kamran Shabbir
Solution
Kamran Shabbir
Marketers therefore tried to add a utility value to
shampoos by offering functional benefits.
Examples representing this attempt are
+ Sunsilk Pink Shampoo (with essential oils from
flower extracts)
+ Sunsilk Fruitamins (vitamins from fruit extracts).
+ Sunsilk Anti-dandruff shampoos
+ Sunsilk Black Shampoo(with melanin from plant
extracts)Sunsilk Black accounts for about 60%
of HLLs overall shampoo sales. Sunsilk black
clicked in rural markets because there was a self
imposed perception that it would blacken their
hair and thats their perception of beautiful hair
Kamran Shabbir
PRINT
CAMPAIGNS
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Headline: In a word, Sunsilk.
Bodycopy: Each of you share a unique relationship with your hair - and we
understand that. That's why, at the Elida Hair Institute we've developed a new
range of Sunsilk Shampoos with new generation nutrients. Extracted from
nature, these nutrients deeply penetrate each hair strand to give you strong,
beautiful hair. So now you know, no matter what kind of hair you have -
there's a Sunsilk just right for you.
Baseline: Strong, beautiful hair... wash after wash.
Kamran Shabbir
Headline: "Be gentle," she said, "it's my first time."
"Don't worry," he said...
..."I only trust Sunsilk Pro-Colour."
Bodycopy: "Now even if it's the first time you are colouring your hair, you can be
relaxed with Sunsilk Pro-Colour. I recommend it because it is specially created for dark
Indian hair and skin tones and contains Natural Extracts. Choose from a palette of
seven exciting shades that colour gently and safely. So, no more second thoughts!"
2001
HAIR
COLOUR
Kamran Shabbir

J.WT created a common identity for the
brand with a baseline of Baalon mein
dhadkan, dil mein shararat with Sunsilk
in your hair, mischief in the air playing a
part of the English print advertisements.
Here the accent is on confident feminity,
which reinforces the theme messages of
the brand.
Also the S-shaped strap-line which
vertically flows through the extreme right
corner of the print and television
campaign for both the shampoo and
colourant advertisements is another bond.
Kamran Shabbir
2003 4 variants
Headline: Sunsilk gives me the hair I want.
Bodycopy: Shonali desires shine in her hair. Sunsilk Black Shine
Shampoo. Debali wishes for beautiful nourished hair. Sunsilk Natural
Nourishment Shampoo. Jasmine needs strength to style her hair.
Sunsilk Silky Strength Shampoo. Fleur wants bouncy energised hair.
Sunsilk Bouncy Volume Shampoo.
Baseline: Sunsilk in my hair. Mischief in the air.
Kamran Shabbir
Subhead: All new SUNSILK Natural Nourishment Shampoo

Bodycopy : When I discovered the All New SUNSILK Natural
Nourishment Shampoo with natural extracts of green tea, it was like a
dream come true. Finally found a shampoo that worked with my hair
oil. It locks in the goodness of the oil in my hair. Leaving me with the
irresistibly soft hair, I've always wanted.

Baseline: Sunsilk in my hair. Mischief in the air.
Kamran Shabbir
Subhead: All new SUNSILK Silky Strength Shampoo
Bodycopy: I just love it when others admire my hair for its strength and beauty. And
hairstyle that defy imagination. All thanks to the natural goodness of my unique shampoo
with lotus flower extracts.

Baseline: Sunsilk in my hair. Mischief in the air.
Kamran Shabbir
Bodycopy: I chose the All New Sunsilk Bouncy Volume
Shampoo because I needed a shampoo that would energise my
limp hair. Powered with fruitamins, it fills my hair with life and
energy. Makes me feel like I can cross an ocean in a single leap.
Baseline: Sunsilk in my hair. Mischief in the air.
Kamran Shabbir
Subhead: All new SUNSILK Black Shine Shampoo
Bodycopy: I've always wanted the shine in my hair to match the
sparkle in my eyes. Now the best way to do is with the All New
SUNSILK Black Shine shampoo. Made with the natural goodness of
Sunflower extracts, it has given my hair the rich black shine I've always
wanted.
Baseline: Sunsilk in my hair. Mischief in the air.
Kamran Shabbir
Headline: It's a gang of short
black skirts.
It's a gang of way too many
shoes.
It's a gang of how sweets and
so cutes.
It's a gang of over-used
weighing scales.
It's a gang of fat-free, sugar-
free, calorie-free desserts.
It's a gang of hearts beating for
Bon Jovi.
It's a gang of sniffles in the
middle of Casablanca.
It's a gang of long phone calls
and longer phone bills.
It's a gang of nervous
breakdowns over chipped
fingernails.
It's a gang of busy trial rooms.
It's a gang of sighs outside a
diamond store.
It's a gang of purple face packs
answering the door.
It's a gang of giggles, whispers,
squeals, sobs, shrieks and
stubborn silences.
It's a gang of girls. Now also
online.

Subhead: -Bodycopy: Gang blog
Hair care
Hot jobs
Makeover machine

Log on to www.sunsilkgangofgirls.com
Kamran Shabbir
Sponsorships

The most notable
sponsorship was
Sunsilk Femina Miss
India 2003. Sunsilk
represents the
woman of today, one
who is erudite,
spirited and in with
the times the very
qualities that the
pageant represents.
This sponsorships
have not just had an
imagery rub off on
the brand they have,
in fact, made it very
relevant to the young
Indian girl today
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ACHIEVEMENTS
SUNSILKS
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FIRST BRAND IN INDIA TO
LAUNCH..

* A high quality customized Curl Control shampoo to impart
manageability to curly, wavy, flyaway hair problems at an
affordable price.
* Sunsilk Anti-Dandruff Shampoo in 1960 with ingredients
like lemon and curd, which is the traditional home remedy
for dandruff.
* Sunsilk 2-in-1 shampoo (shampoo plus conditioner), also
the first to offer shampoo by hair types.
* Special Fresh and Cool shampoo for sticky, lifeless hair
due to hot and humid weather & harsh sunlight.
* A conditioner in the market - Way back in 1987 of Sunsilk
Pro-Conditioner.
Kamran Shabbir
In 2000, HLL had test-marketed a
hair oil extension of Sunsilk in
markets like Delhi. The plan was soon
shelved as the company realised that
it would be unwise to extend Sunsilks
equity into hair oils that amounted to
backward integration for the brand
while the objective was to integrate it
forward. Sources say that the product
was withdrawn mainly owing to
packaging problems which caused
leakage. Hair colour was thus born.
Kamran Shabbir

Sunsilk reinvented its shampoo range in May
2001 and followed it up with the brands
extension into hair colour.

4 HLL launched Sunsilk Pro-Colour in a market
worth approximately Rs 40 crore.


4 Pro-Color was successful in overcoming
consumer apprehension and opening up a huge
market for hair colours in India. The saliency of
Sunsilk Pro-Colour also had a positive rub-off
on Sunsilk shampoo it put India on the hair
fashion and styling map of the world.

India was the only market other than
Thailand where Sunsilk is sold was a hair colour


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1
Kamran Shabbir
2001
* As a marketing manoeuvre, the company
offered a 300 ml bottle of Sunsilk worth Rs
150 for Rs 105 (the price of a 200 ml bottle)
in & called a limited offer on the largest-sized
300 ml SKU (stock keeping unit) of Sunsilk,
this was a tactic to ensure that the consumer
was already well-stocked with Sunsilk when
P&G launched its Pantene.

* HLLs herculeant efforts were the latest
promotion of Sunsilk shampoo sachets, HLL
launched a mega promotion which offers
prizes ranging from 2.5 kg of gold to gold
coins to those who collect satchets of
shampoos.

Kamran Shabbir
Kamran Shabbir
4 HLL has relaunched its Sunsilk brand under
Sunsilk Natural shampoo.
4 Sporting four variants such as Silky Strength
(relaunched as Sunsilk Thick & Strong), Black
Shine, Curly Control and Anti-dandruff.
4 Reinforcing the use of natural ingredients such as
curd, milk proteins, amla and lemon in it
4 Unleashing a brand new campaign the new
Sunsilk Naturals range is all about `waking up
your hair' (Jago Re Jago), In the new Sunsilk
commercial, the existing shampoos are compared
to boyfriends, in terms of both being
undependable.
Kamran Shabbir
4 Sunsilk Naturals has variants that are harmonized in
terms of product mix- fragrance, colour and
ingredients. The packaging is more elegantly
conceptualized and the entire look and feel of the
range lends an international touch with softer colours
bringing across the essence of mildness and fashion to
the brand at the same market price.

4 Backed by a massive media campaign, communicating
the individual benefits of the natural variants, building
on an emotional bond with the end user.

4 At the same time, Sunsilk has discarded its other
variants such as Bouncy Volume and Clear & Soft.
Kamran Shabbir

EARLIER
sunsilknaturals.com


NOW
sunsilkgangofgirls.com


Y?
Kamran Shabbir
2004
e For 2004, the brand has targeted eight million
consumers to whom it expects to impart a direct
brand experience through an interactive
programme. The programme, using innovative tools
and games, sampled the consumer and
communicate with her, one on one. Sunsilk was
being aggressively promoted through Lakme Salons
and other beauty salons
e In an exclusive tie-up with Shoppers Stop, Sunsilk
salons were set up in the 4 metros for a month.
Customers were offered free hair care and styling
consultations by Sunsilk hair experts Jawed Habib
and Samantha Kochhar. As part of their direct
marketing exercise, free Sunsilk Pro-Conditioner
sachets were distributed to customers for the first
time at these Sunsilk salons.

Kamran Shabbir
2005
launch of Sunsilk 9 to
9 a new after wash
combing lotion.
Sunsilk 9 to 9 is
specially formulated
to overcome the
problems associated
with flyaway hair
and offers a practical
and readymade
solution for this.
In 2005 Sunsilk hair
care range was one
of biggest launches
& is doing well in
terms of both sales
and market share
Kamran Shabbir
Kamran Shabbir
2005


SUNSILK
VELVETY
SOFT

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FRESH
AND
COOL
2
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2006
Kamran Shabbir
Sunsilk has launched India's first online
all-girl community called 'Sunsilk Gang Of
Girls on 17 June 2006

Sunsilk Gang Of Girls is the first ever
concept of its kind. It has set global
benchmarks for online marketing.

Brand Sunsilk is creating its own
audience, interacting with them through
sunsilkgangofgirls.com.
Kamran Shabbir
HOMEPAGE
FEATURES

Make-Over Machine
Gang Blog
Gang Wars
Hot Jobs
Parade Grounds
Chill Out Zone
Kamran Shabbir
Add new features to
the website
gang scopes
(horoscopes)
new hair styles to the
makeover machine
a game show called
Crack the Code
road shows
partake in college
festivals

Future plans
for
gang of girls
Kamran Shabbir