Pakistani Muslim women rarely participate in such open competitions that demonstrate feminine independence, making this one of the most daring marketing initiatives in the country’s history. We also created the first ever SMS voting system in Pakistan to vote for and guess the winner for a prize (attracting 175,000 votes). Live radio discussions after the show provided consumers further opportunities to get involved. No other brand has dared enter this arena in Pakistan.

SunSilk sales soared by 26% post airing as viewers and the media became engrossed in the show. Because Sunsilk was heavily branded in the show, top of mind awareness rose by 16% and the “fun brand” measurement soared from 12% to 37%.