Sunsilk has launched a bold new brand chapter with a refreshed identity and a record-breaking campaign, Nachdi Kudi, in collaboration with the iconic Mohan Sisters-Neeti, Shakti, and Mukti. Certified by the Asian Book of Records, this campaign isn’t just a relaunch-it’s a cultural movement celebrating sisterhood, self-expression, and individuality.
A Brand Reimagined
The relaunch includes:
- Modern packaging
- Updated storytelling
- Science-backed product innovation
Sunsilk’s transformation aims to stay relevant for today’s confident, creative generation, delivering beauty with bounce, care, and expertise.
The Cultural Heart: Nachdi Kudi
At the center of the campaign is Nachdi Kudi, a music video featuring 16 different dance forms, making it a first-of-its-kind celebration of diverse expression. The Mohan Sisters bring the concept to life:
- Neeti Mohan: Vocals
- Shakti Mohan: Choreography & performance
- Mukti Mohan: Performance
The video introduces Bouncenatyam-a unique, symbolic dance form inspired by the bounce, energy, and confidence Sunsilk Pink promises.
Behind the Scenes: Creative Collaboration
The campaign brought together an A-list creative team:
- Director: Ruel Dausan Varindani
- Music Composer: Vikram Montrose
- Lyrics: Kunaal Vermaa
- Mixing Engineer: Eric Pillai
Executed by Mindshare, HUL’s agency on record, in collaboration with Dharma Cornerstone Agency, the campaign was designed to be social-first, engineered for virality, participation, and youth appeal.
Voices Behind the Movement
Sairam Subramanian, VP, Haircare, Unilever:
“‘Nachdi Kudi’ is more than a campaign-it’s a cultural celebration of dance, music, and individuality through the powerful bond of sisterhood.”
Amin Lakhani, President, Client Solutions, WPP Media South Asia:
“With Sunsilk’s relaunch, we’ve moved beyond conventional advertising to build a movement rooted in Gen Z culture-authentic, fun, and empowering.”
The Mohan Sisters Reflect
Neeti Mohan:
“This campaign celebrates the joy of self-expression. Singing ‘Nachdi Kudi’ with my sisters made it even more special.”
Shakti Mohan:
“Choreographing 16 dance styles was a dream challenge. It’s a celebration of global movement, creativity, and the Sunsilk woman’s spirit.”
Mukti Mohan:
“To be part of something that combines sisterhood, beauty, and expression and sets a world record- is unforgettable.”
A Bold New Era for Sunsilk
With updated design, modern sensibilities, and a culturally resonant campaign, Sunsilk reinforces its commitment to empowering young women. Nachdi Kudi is more than a launch-it’s a landmark moment in Indian advertising, transforming a brand refresh into a viral, record-setting celebration of confidence and creativity.
