We wanted to ensure that whenever women are faced with unfortunate incidents of molestation, they were able to protect themselves. Hence, we created the Sunsilk Self Defense Clip,a simple hair clip that was also a knuckleduster.

We collaborated with mixed martial artists who choreographed 8 simple moves using the hair clip and demonstrated them at several touch points such as corporate offices, women’s hostels & colleges.

We also collaborated with leading hair stylists who created special hair styles using the clip encouraging women to always carry the Sunsilk Self Defense Clip on them.

Our representatives physically reached out to 50,000 women directly and handed them the Sunsilk Self Defense Clips. By strategically distributing the clips at touch points and times when women were most vulnerable to molestation incidents, we empowered them to be confident and carry on with their lives. It was heartening to see women in local trains, colleges, offices, pubs, movie theatres and malls flaunt the clip stylishly on their hair or pinned to their handbags.

We collaborated with mixed martial artists who choreographed 8 simple self-defense moves using the clip and taught women across 45 corporate offices, women’s hostels & colleges.

We also collaborated with leading hair stylists who created special hair styles using the clip encouraging women to always carry the Sunsilk Self Defense Clip on them.

1) Empowering 50,000 young women in India

50,000 young women, across colleges, hostels and offices, learnt to defend themselves with just 8 simple moves using the Sunsilk Self Defense Clip.

2) Martial arts and karate instructors like Nishriin Parikh, Arun Sabastian and Neha Gill, who were associated with the movement, recorded an average spike of around 250 % in the enrolment of women students in their classes, as they created special training modules that demonstrated the 8 different self-defense moves with the clip.

3) Influencing the influencers

Former Miss India and Super Model Natasha Suri, popular woman radio jockey RJ Hemangi and corporate honchos endorsed the clip, inspiring young women to always carry it on them.