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Sunsilk Rebrands Sunsilkgangofgirls Ropes In Priyanka Chopra As Brand Ambassador!
(1 votes, average: 5 out of 5)
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Sunsilkgangofgirls is possibly the oldest brand site to be existing in the Indian digital space. Also in its own way it kind of initiated the web 2.0 brand site revolution and was a sort of case study to a lot of advertisers. We have questioned the impact of such a heavy offline marketing on a community site which is supposed to be virally driven in the first place before on this blog.
But I guess sunsilk is hell bent on pushing sunsilkgangofgirls even further and taking it to another level and hence it has rebranded the entire site and also started radio ads for the same (If there have been tv ads as well Ive missed them). It has roped in priyanka chopra as its brand ambassador and has also revamped the site.
Im sure this revamp will be followed by a huge media campaign soon enough. The question still remains is how engaging (having registrations and having engaged users are two different things) is this platform that sunsilk seems to be propagating. But on the whole as a brand which has tonnes of marketing muscle one needs to give it to sunsilkGOG guys to actually keep investing on the web as it will only bring them better results (even if executed ok ok) than what other mediums can.
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I wonder what will drive traffic on this site. In today’s day and time, it takes more that a celebrity to convince the educated internet enabled woman of India.
http://www.campaignforrealbeauty.com/home.asp
Check out a similar site from Dove. This is what can be called web 2.0
GOG is paying to seed content.. check out the latest entries for blogs - all ‘hi , hello, helooo frds’ kinds from a chick (or maybe not - online identities can be misleading) called sweet divya. This shows that the engagement level is not too high. It seems like a one time sign on and then forget kind of thing so i think this campaign is to draw all those people back in who have forgotten about GOG. And i think its worth it - GOG had 6 lakh members last we checked.
If stickiness is increased by this campaign, it will show how important offline advertising is to drive online behavior.
For more on GOG and Brand communities read one of our previous posts - http://www.watblog.com/2007/12/29/brand-communities-can-they-work-2008-beckons/
definetly……roping priyanka choprta will increase the strength not only of the brad but also the site…. there are many ppl who praise pryanka and every body knows that the product she endorses are of great market values.. she stands in the legue of maddonna, shakira and marlyin moore as their ambassador…..!!!!!!!!