Social Media campaigns in India Sunsilk Gang of Girls and Pepsi “What's Your Way”

Girls love to express their thoughts and bond with like-minded girls. Most young girls love to experiment with their looks and its fashion and style that gets them going! That's where Sunsilk Gang of Girls succeeded. It made urban Indian girls go online to share beauty tips, hair care, get an online makeover and discuss many other tips with hair expert Jawed Habib. The various tools and interactive features provided an opportunity for fun and emotional bonding for the young girls.

Sunsilk was doing well with the traditional advertising media. What made Sunsilk go online? It expanded its branding online due to the increasing percentage of Indian youth communicating and making friends here. Being the first all-girl online community, many of the Indian girls became an active part of Sunsilk GOG. Also that was a time when Orkut and MySpace was gaining popularity in India and the Asian market. The campaign was a success as the number of initiatives got them closer to the target group and also provided them value. It led to Indian women having an emotional relationship with the brand, making it the most viable product to be purchased.

This is what Hruthika, who works in an online marketing firm had to say about the success of GOG. “I think GOG was a great way for Sunsilk to engage with people. The interesting stuff on the site, got them many visitors coming back for more. Also they didn't actively promote the product but made GOG a knowledge sharing portal for young girls”.

Another campaign which is getting the youth hooked onto is the recent success of Pepsi My Can T.V. commercials. They want to have it their way! Pepsi's “What's Your Way” campaign's idea is to get youngsters to answer tricky questions and get their picture on a Pepsi My Can. The “What's your way” campaign has got many things right, one is getting the Youngistaan brigade of Bollywood to promote the campaign. Second is the overall idea of getting youngsters to answer questions that they have normally fallen trap to.

“Pepsi's ability to connect with the youth is not a new thing. But 'What's your way' campaign is one of a kind. It will be a good case study on integrated marketing communication. B-schools in the country can pick up this case study for their IMC program. The marketing strategy is well supported with matching tactics. Also it does excite me a lot and I'm looking forward participating in the contest. I can relate myself pretty much to the tricky situations they have come up with”, says Apollo Singh, online marketing professional.

Whether or not the Pepsi My Can campaign will succeed in engaging the youth like Sunsilk GOG, most companies would definitely want to take their product online and experiment with Social Media.

Source: exchange4media