Brand: Sunsilk
Sector: Haircare / FMCG
Context:
Sunsilk partnered with the Mohan Sisters to host a dance-led campaign, linking beauty with cultural expression
Objectives:
Drive youth relevance and emotional connect via entertainment & community participation
Execution:
Music video “Nachdi Kudi” Record attempt + PR event Influencer collaborations
What Worked:
-Blended beauty, dance & cultural pride
-Generated strong earned media buzz
Weaknesses:
Weak link to product performance
Takeaway:
Culture-based activations drive virality; follow-up content must tie back to brand proposition