Sunsilk has rolled out a film to provide hope for those who are experiencing a slump in their lives as a result of a job loss during the Covid-19 pandemic.
Conceptualised by Wunderman Thompson, the film tells the story of a hairdresser losing her job. It shows how the girl beats her circumstances and completely turns her life around despite being at home.
Ashish Pathak, AVP and senior creative director (Art), Wunderman Thompson India, said, “The current pandemic has brought about many changes and disrupted livelihoods, bringing some to a complete standstill. But even among all the chaos, there are those who find a way through. We wanted to celebrate this ‘never give up spirit’ and for a shampoo brand, who better than a hairdresser (many of them have lost their jobs due to the current situation) to tell the story of a spirit with a spark who chooses to shine her way through even when life seems dull.”
Chandni Kapur, AVP and senior creative director (copy), Wunderman Thompson, India, said, “Everyone needs a little hope during these times and that’s what this film leaves us with- a feeling of hope and inspiration. Let’s all remember that no one can dull the shine in our hair or in our souls. We hope this film will encourage all women to shine and blaze on.”
Roneeta Ghosh, vice president and client services director, Wunderman Thompson India, added, “When we got the brief on Sunsilk Blackshine variant which is the largest variant in the Sunsilk portfolio. We felt the best way to showcase the benefit of shine can be done by depicting a story of optimism of the young girls and we can corelate the benefit of shine to her life and to her hair even in difficult times. It is an inspiring story of many young girls today which is the target audience of this brand.”
The film has been released on TV and digital.
Client: Hindustan Unilever
Sunsilk HUL Team:
Hair VP: Harman Dhillon
Senior brand manager - Sunsilk: Sushri Panda
Brand executives - Sunsilk: Pratik Kapadia and Sandhya Poojary
Creative agency: Wunderman Thompson South Asia
Regional creative director : Tista Sen
AVP and Sr CD (art): Ashish Pathak
AVP and Sr CD (copy): Chandni Kapur
Sr VP and managing partner: Kishore Tadepalli
VP and CSD: Roneeta Ghosh
Account director: Megha Sharma
Production house: Good Morning Films