Teenage, or the angst-ridden age, is a difficult age, especially for girls. In order to address the concerns of teenage girls, Whisper, women’s personal hygiene brand, recently launched Beinggirl.in, an online interactive community for teen girls. The initiative was given a 360-degree touch through an All Girls party, which was organised by Zapak.com and Whisper’s Beinggirl.in on January 25, 2008.
Commenting on the need for a 360-degree approach for the portal, Arun Mehra, CMO, Zapak.com, said, “A brand is something which is in the minds of our consumers. In order to maintain connect with our consumers, we should use all the various touch points available. Experiential marketing is one such method through which we can establish connect with our TG.”
Speaking on the activity, Mehra added, “Nearly 15-20 per cent of our users comprise girls. To provide a touch and feel factor for them, we arranged a gaming format party in association with Beinggirl.in.”
“The launch of Beinggirl.in and its association with Zapak to sponsor an All Girl party are part of this endeavour,” said Sumeet Vohra, Marketing Director, P&G India.
The party, which was held in Mumbai, would be taken to cities like Delhi and Bangalore as well in the coming weeks.
Sunsilk’s portal for young women, Sunsilkgangofgirls.com has been quite successful in creating a strong online community for women. It remains to be seen whether Beinggirl.in can emulate that success.