1 Comment

Summary:

Exchange4media reports that Proctor & Gamble has launched the Indian edition of their branded portal for girls, Being Girl, promoting their…

Exchange4media reports that Proctor & Gamble has launched the Indian edition of their branded portal for girls, Being Girl, promoting their hygiene brand for women Whisper.
It doesn’t seem to be a social networking space like HLL’s Sunsilk Gang of Girls, with no communities or forums – just polls, Q&A spaces among other features. I’m wondering why P&G even bothered…they’re targeting the same 14-19 age group which HLL did with GoG. In my opinion, what worked for GoG was that it allowed a space for a TG that didn’t have a space to call its own. Spaces like Orkut and Hi5 are dominated by the young adult age group, and GoG probably became a space that the younger lot could call their own. Massive advertising and promotions must have helped. P&G obviously didn’t want to do a me-too, but I don’t think they’ve innovated in any way with this portal. Anyway, its on the lines of P&G’s 27 other BeingGirl branded spaces! The site has games, tips and tricks, contests and freebies, but is an interactive portal that lacks the freedom of a social networking space. Incidentally, anyone noticed that the Sunsilk Gang of Girls advertisements on TV seem to targeting a young adult TG?
Related:
Unilever Plans To Replicate Gang Of Girls Model Internationally
What The Youth Wants: Trends In Media Consumption
HLL Getting Aggressive Online With Sunsilk Website

You’re subscribed! If you like, you can update your settings

By Nikhil Pahwa

You're subscribed! If you like, you can update your settings

  1. Its a great idea. Tll they keep boys out :)

Comments have been disabled for this post