The Brief
Dashain is a season of joy, celebration, and togetherness — and Sunsilk has owned this emotional space for 5 consecutive years.
What began as a festive campaign has now become a seasonal ritual. Originally launched as #SunsilkDashainVibes, the campaign has since evolved into #SunsilkVibes, creating a powerful brand tradition and a viral cultural moment each year.
The Execution
The campaign follows a high-energy, dance-led influencer strategy during the Dashain season — with creators bringing the Sunsilk vibe alive through family moments, joyful celebration, and hairstyling confidence.
- Year 1–3: #SunsilkDashainVibes
Creators danced to a custom Dashain-themed jingle — celebrating the festival, styling their hair, and showing the joy of family gatherings. - Year 4–5: #SunsilkVibes
With the same format but refreshed visuals, creators continued the tradition using the new Sunsilk Vibes jingle — making it a Dashain must-do across TikTok.
Each creator-led video featured:
- Hair styling focus with Sunsilk products
- Dance choreography on the catchy jingle
- Dashain visuals — family, tika, jamara, and happiness
The Results
- 101+ Million Impressions on TikTok
- Massive UGC participation with thousands of entries from users dancing to the jingle
- Top-trending sounds and hashtags for 5 consecutive years
- Sunsilk became synonymous with Dashain vibes and festive styling
Why It Worked
- This campaign blended cultural relevance, visual joy, and product-led storytelling. The annual format created brand recall and expectation, and the simple yet vibrant choreography invited mass participation, turning viewers into creators. Today, #SunsilkVibes is more than a campaign — it’s a Dashain tradition.
.svg){kind=icon}