Sunsilk has recently unveiled a multi-pronged media campaign, titled 'Win the fight against hair-fall' featuring the reigning Indian brand ambassador, Priyanka Chopra. JWT India has handled this ad campaign for Sunsilk. The campaign takes forward Sunsilk's global brand philosophy, Life Can't Wait, targeting 20-something women who have a desire to live life to its fullest.
"It also reflects the mindset of the core consumers who are not shy of going after what they want and go seeking opportunities rather than wait for them to knock on their doors," explains Tista Sen, creative director, JWT India.
To take forward this philosophy, Sunsilk has used popular icons across the world including Madonna, Shakira and Priyanka Chopra. "Besides sharing screen space with the global icons in the theme "Life Can't Wait" campaign, Chopra also champions the various variants the brand has such as Black Shine, and many more," said Sen. "The creative concept of 'Life Can't Wait" goes beyond the usual 'problem-solution' story that every beauty/care brand propagates. It inspires you to look beyond the problem!"
In the case of Sunsilk Blackshine that is the brand's flagship product - the main concept was - "Step out of the shadows/shade" and "shine". The TVC has Chopra, having discovered black, shiny hair owing to Sunsilk Blackshine, drive in open roof cars, shutting umbrellas, etc. inspiring other girls to step out and overcome any difficult circumstances in life, hair fall included. The spot closes with the tagline, "Go out and make it happen for you as Life Can't Wait!"