Innovations Unlimited!!!

Probably the first internet marketing campaign that I can recall is the Sunsilk Gang of Girls. It was when Sunsilk was sponsoring for the Miss India beauty pageant. Sunsilk decided to establish an online presence for its first time endeavour. It started with developing a portal for young girls which spawned with hair and beauty tips and featured Javed Habib as the hair care expert. The success of the campaign however moved further from connecting with consumers to product development with the launch of Sunsilk Naturals and an exclusive all girls’ online community called Gang of Girls.  It has always operated on a thorough understanding of its target with certain fundamental principle of self-expression, interactivity and what women love to do most i.e. hair & fashion content.

Another brand for the same product category of hair care used the internet for a marketing campaign as well. Dove was launching its hair-care product in India with an ambition to deliver the most beautiful hair. Yahoo created a space for like minded women who would create their own idea of beauty. The platform was Yahoo Answers with Dove branding. However the brand wanted to match the product with the brand communication and consumer mindset. Thus, came the idea of capturing the answers from relevant consumers on the street and a big innovation - Video Answers was born. The Product launch amplified on Internet by tapping the Beat on the Streets – Getting Video Answers on Yahoo! India Answers (first time in the world).

These campaigns had set a fine example of what Internet can deliver to the brand.