Conceptualised by BC Web Wise, the wedding season campaign is woven around the theme ‘Jab Baal Ho Thick, Any Style Karo Pick’
BestMediaInfo Bureau | Delhi | November 26, 2014
With the arrival of the wedding season, Sunsilk has launched its brand campaign to promote the brand’s Thick and Long variant around the proposition ‘Jab baal ho thick, any style karo pick.’ Sunsilk’s digital agency, created by BC Web Wise, has created a campaign that provides a great opportunity to show the target audience how they could be the star of every wedding party with their thick and long hairstyles.
Every girl dreams of being a bridesmaid at least once in her life. Stemming from this insight, the campaign titled ‘Band Baaja Bridesmaid’. It is a refreshing take on the big fat Indian wedding and celebrates bridesmaids rather than brides, for a change.
The ‘Band Baaja Bridesmaid’ microsite, www.bandbaajabridesmaid.sunsilk.in, asks women a simple question: ‘Whose wedding do you want to be the perfect bridesmaid for and why?’ The contest has touched a chord with girls across the country and has been receiving varied entries with reasons such as “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 50 other winners as well. The contest has also been taken forward on mobile, through Intelligent Voice Response (IVR), where girls simply have to call on a toll-free number to participate. This ensures that the brand does not miss out on the large chunk of the audience that is interacting with the brand via mobile.
Nicole Braganza, Associate Creative Director, BC Web Wise, said, “The excitement around the wedding season is just picking up and this campaign ensures that the brand is an integral part of the buzz and conversations happening online at this time. The campaign is emotionally woven around the story of being the perfect bridesmaid while seamlessly integrating the product promise of thick and long hairstyles for every occasion.”
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. 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.
Digital agency: BC Web Wise
Associate Creative Director: Nicole Braganza
Concept and Copy: Pooja Gururaj
Art and Design: Kiran Thube
Creative Director - Design: Anita Rajagopalan
Account Planning: Sanaya Chikliwala
Account Director: Shayesta Shahzabeen
Tech: Aamod Joshi