Hindustan Lever has unveiled a new interactive advertising campaign for its leading shampoo brand `Sunsilk'. Conceptualised and developed by ad agency Hindustan Thomson Associates (HTA), the new press campaign focuses on communicating the core benefits offered by the Sunsilk variants, in an innovative manner.

The first advertisement released as part of this new campaign series, is for the Pink Sunsilk shampoo, which is said to be made of essential oils from plant extracts that strengthen hair by moisturising it.

The ad for Pink Sunsilk demonstrates the core benefit of this variant--strength--by using a creative approach that shows the consumer how difficult it is to tear hair that is strong. This has been demonstrated by using non-tearable paper. The headline invites the reader to try tearing the page out and then goes on to explain the analogy. The new campaign thus helps the consumer `experience' the benefit which the brand is supposed to offer. In the case of Pink Sunsilk,it is said to impart strength to dry hair.

The Pink Sunsilk ad, first in the campaign series, was recently released in mainline dailies in Mumbai and Delhi. As part of this mega campaign series, Sunsilk plans to continue communicating variant benefits through innovative advertising.

Everlasting Bond

Reid & Taylor has unleashed a nationwide advertising campaign that includes a series of press advertisements and television commercials. The tagline `Bond with the best' clearly positions the brand as the best quality suitings in the overcrowded category. Handled by Percept Advertising, the ad campaign strikes a symbiotic relationship between the legendary James Bond and Reid & Taylor. The company is also an associate sponsor for over 14 television programmes aired on prime channels.

New generation car

Maruti Udyog Ltd's print campaign, created by Lintas, for its newly introduced Zen Classic presents the car as the New Generation car. With a catchline of `Prepare to be swept off your feet,'the campaign communicates that the Zen Classic isn't just a car--it's a passionate love affair. The copy asks: `When was the last time a car gave you goose pimples?' It then goes on to describe the new classic features: `Its racy chrome styling and sleek lines', `rich suede-leather finish upholstery and door trims and luxurious wood-finish dashboard.'