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.
