CavinKare is trying to capitalise on the interactivity of the Internet for its personal care brand, Spinz. The company has launched a website, www.spinz.in, to build a community of young girls.
The site is targeted at girls in the 18-25 years' age group and offers them a platform to discuss the latest in the worlds of fashion, movies and music, and to share their stories online.
Spinz.in opens with an attitude test called the Spinz-o-meter, which classifies a user as HipHop or Exotic based on the answers. Once registered, girls can enter the site and be a part of either of the zones. User generated content (UGC) is used on the site in the form of movie reviews and fashion trends in the Community Castle, uploading pictures and stories and solving puzzles.
Women oriented sites are not new in India. After the success of Hindustan Unilever Ltd's Sunsilkgangofgirls.com and Procter & Gamble's Beinggirl.in, the trend seems to have caught on.
Spinz.in has been developed by the interactive division of Mediaedge:CIA in Chennai. VR Padmanabhan, chief client officer, Mediaedge:CIA, says, "With so many women based websites in the Indian Internet space, we are trying to do something distinctive and offering features to ensure interactivity amongst the users." Padmanabhan adds that the site's content will be monitored. When asked how the site is different from others in the category, he says, "You will have to experience it yourself to find out!"
To promote the site, the company will employ word of mouth marketing and online advertising (banner ads, contextual advertising and search marketing). Apart from the online activity, the Spinz brand is being promoted through two TVCs for its talcum powder and deodorant products. Vishwanathan says the current campaign will be revamped to incorporate the website.
CavinKare is using the Internet to promote its other brands as well. A site called www.mymeera.com is running a contest to promote its hair care brand Meera and a tieup with Bharatmatrimony.com is already under way to promote its fairness cream, Fairever.