Dashain is a major festival in Nepal and it’s a particularly busy time for Nepali women. Despite being busy one thing that remains common among all women during Dashain is looking their best throughout the 10-day festival. Between all the celebrations and rituals that happen during Dashain, Sunsilk Nepal saw an opportunity to become a part of its consumer’s life through the #SunsilkDashainVibes campaign.
Sunsilk Dashain Vibes was a digital contest conducted from 14th September – 23rd October 2021 where participants had to showcase their Dashain Vibes with their hairstyles using the hashtag #SunsilkDashainVibes. Three winners will get a chance to become the face of Sunsilk Gang of Girls along with Princy and Prisma along with winning NPR100,000 each.
Collaboration with different influencers was done to help generate buzz and attract greater participation. The first round ended on the 23rd of October, with the contest receiving a total of 2854 entries across all platforms. Amongst all the entries, 150 participants were chosen for the second round as #SunsilkGangofGirls where they made yet another video transforming themselves from their normal look to Sunsilk Dami look.
The contest garnered 23.8M views on #SunsilkDashainVibes and 1.9M views on #SunsilkGangofGirls in TikTok. At the Grand Finale event that took place at Kathmandu Marriott Hotel on the 8th of December 2021, Aashina Deula, Pratima Karki, and Lalana Chimariya were declared as the winners of the Sunsilk Dashain Vibes contest who became the face of Sunsilk Gang of Girls and received Rs. 100,000 each.
Outreach Nepal worked as an integrated marketing agency managing Creative, Digital, Media & Event mandates for the campaign.