INSIGHT:
IN INDIA, THE COLOUR OF THE SKIN PLAYS A HUGE ROLE IN A PERSON’S LIFE. BEING DARK SKINNED IS CONSIDERED BEING UNLUCKY AND UNWORTHY. ESPECIALLY FOR WOMEN, THIS POSSESES A HUGE HINDERENCE TO LIVE THEIR LIVES PEACEFULLY AND UP TO THEIR POTENTIAL, AND OFTEN MAKES THEM FEEL EXTREMELY INSECURE.
IDEA: SUNSILK. PROUDLY BLACK.
SUNSILK TOOK IT UPON THEMSELVES TO FIGHT THIS RIDICULOUS BELIEF SYSTEM AND HELP PEOPLE OVERCOME THEIR INSECURITIES. THEY HAD THE PERFECT MEANS TO DO SO, WITH THEIR VARIANT – SUNSILK BLACK SHINE.
EXECUTION:
IT DECIDED TO TAKE THE ISSUE ON HEAD ON, WITH AN EXEECUTION IDEA THAT WOULD HELP REACH MILLIONS OF PEOPLE ACROSS THE URBAN AND RURAL LANDSCAPE ALIKE. THE SUNSILK BLACK SHINE PACKAGING, WHICH USUALLY CARRIES A HAIR MODEL, WAS REPLACED BY LOCAL WOMEN FROM VARIOUS AREAS WHO WERE DARK SKINNED. THIS SIMPLE YET INNOVATIVE METHOD WOULD BRING TO LIFE THE FACT THAT THEY ARE NO LESS THAN ANYONE AND CAN ACHIEVE WHATEVER THEY SET THEIR MINDS TO.
