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Unilever dons the publisher hat again for Indian wedding season

Sunsilk, the hair care brand has jumped in the wedding bandwagon with ‘Band Baaja Bridesmaid’, a digital campaign designed by BC Web Wise, the digital agency for the Hindustan Unilever.

It used the wedding season as the opportunity to include people in its digital campaign that highlights the spirit of the wedding season. The campaign seeks to promote the brand’s ‘Thick and Long’ variant around the proposition ‘Jab baal ho thick, any style karo pick’.

Wedding serves as an excuse for people to dress up and show off one’s best self, giving the brand an opportunity to show the target audience how they could be the star of every wedding party with their thick and long hairstyles.

Wedding is a huge occasion in India and every girl dreams of being a bridesmaid at least once in her life which is the broad thought process behind Sunsilk’s campaign entitled “Band Baaja Bridesmaid”. It is a refreshing take on the big fat Indian wedding and celebrates bridesmaids rather than brides, for a change.

The campaign does not miss out on engaging the consumer. The ‘Band Baaja Bridesmaid’ microsite asks women a simple question “Whose wedding do you want to be the perfect bridesmaid for and why? The contest behind the campaign has touched a chord with girls across the country and garnered enthused entries 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!” and “My loving elder sister is flying to Australia after her wedding. Before she goes away forever I want to do something special for her,” among several other entries.

The five best entries will be rewarded with the chance to get their chosen weddings shot by a candid photographer. Sunsilk hampers will also be given to other 50 winners.

Mobile was included employing an Intelligent Voice Response (IVR) element, where women simply have to call on a toll free number to participate.

To help women be the ideal bridesmaids at their chosen wedding, other interactive sections have been added to the microsite. ‘My Perfect Bridesmaid Look’ includes a photo-shoot of different hairstyles. It is a guide to getting the hairdos right. Each style for a bridesmaid is relevant to particular occasions in a marriage ceremony.

Beauty bloggers have a huge social influence and girls look up to them for tips and advice. 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 campaign has earned enthusiastic response following the euphoria around the wedding season in India. BC Web Wise has carefully timed the campaign to gather maximum response from its consumers across the country.

BC Web Wise is recognised amongst the top 10 digital agencies in India. Its clientele includes the portfolio of Hero MotoCorp, Hindustan Unilever, Pidilite Industries, ITC, Godrej Consumer Products, Emami, IDFC, and Zee Learning amongst several others.