With the onset of the wedding season, Sunsilk has launched its latest campaign titled 'BandBajaBridesmaid' where it is targeting the bride's friend, sister or cousin instead of the brides, which is mostly done in campaigns around a wedding theme.
Designed by BC Web Wise, the idea behind the campaign was that every girl dreams of being a bridesmaid at least once in her life. And with weddings being the perfect occasion to dress up and show off one's best self, this was a great opportunity to show the target audience how they could be the star of every wedding party with their thick and long hairstyles.
The brand has created a microsite, www.bandbaajabridesmaid.sunsilk.in, where it asks women a simple question 'Whose wedding do you want to be the perfect bridesmaid for and why?'
The agency claims to be getting good responses for the contest from across the country. Some of the entries are like 'My soul sister and best friend is getting married and I have to look drop dead gorgeous to ensure that the most eligible spinster looks worth it!' or 'My loving elder sister is flying to Australia after her wedding. Before she goes away forever I want to do something special for her.'
The five best entries will be gratified with the chance to get their chosen weddings shot by a candid photographer. Sunsilk hampers will be given to other 50 winners as well. The same contest has also been taken forward on mobile, through Intelligent Voice Response (IVR), where women simply have to call on a toll free number (1800 267 0786) to participate.
This ensures that the brand does not miss out on the large chunk of the audience that interacts with the brand via mobile.
To help women be the ideal bridesmaids, other interactive sections have been added to the microsite. 'My Perfect Bridesmaid Look' consists of a photo-shoot of different hairstyles. It is a guide to getting these hairdos right. Each style for a bridesmaid is relevant to particular occasions in a marriage ceremony. We know that beauty bloggers have a huge social influence and girls look up to them for tips and advice. So, a series of blogger videos have been included in which bloggers have tried out different hairstyles. Also integrated in the website is a fun quiz that asks women a few questions to determine the kind of bridesmaid they are - the Party Planner Bridesmaid, the Style Icon Bridesmaid, The Best Friend Bridesmaid along with the perfect hairstyle to match her bridesmaid personality!
The winners will be randomly chosen from the entries pan India.
Sunsilk is a Unilever owned brand and is present in 68 countries across the globe. It comes across in different variants.