Sunsilk: Hairapy aa Gaya

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  • We launched Sunsilk shampoo to Canadian South Asian women by making the mainstream brand promise culturally relevant. With our Sunsilk: Hairapy aa Gaya campaign we spoke to them not just in their language but in their idiom too. We discovered that our audience accepted the product’s problem-solving mainstream positioning and fun personality. At the same time they found the mainstream advertising which featured a “hairapist” spokesperson culturally irrelevant, as South Asian women had minimal relationships with hairdressers.

    We quickly realized that South Asian women were their own hairapists. We anchored all our creative work around this insight. For instance, specifically chosen sampling staff with poofy hair were trained to distribute samples to poofy-haired women and to discuss their own struggles with their poofy hair. Sampling and activation were deployed through our Mountain-to-Mohammed marketing techniques – geo-demographically selected media vehicles and sampling activities.

  • This launch attracted quite a bit of positive media attention. Our maildrop for Sunsilk in particular was the featured creative in a Sorted Magazine article titled The Mailbox Mosaic. Click on the link to view the article - it's on page 14.