Media groups worldwide are seeing a decline in advertising revenues of traditional media outlets. On the other hand, traditional media companies are registering healthy bottom-line appreciation. It seems that it could still take some time before web 2.0 manifests itself in full force via user-power in India. Till then, we have to make do with Interruption marketing in this country.



Nevertheless, it is hearting to see an Indian FMCG brand Sunsilk, which makes women cosmetics, getting into the waves of Advertising 2.0, by creating its own audience, interacting with them through its recently launched portal sunsilkgangofgirls.com. They have launched with many user-pleasing features like GangBlog, makeover machine, Gang wars, Parade around etc.



One thing I liked about the portal is that although they have used a lot of animated characters and bright colors, still the activity is hidden ‘under the hood’, and you have to click many links to get into the crowd.



They should have brought the activity onto the homepage and should have given more control to the audience, rather than putting restrictions here and there.



A digg-style voting for best makeup tips could have brought repeated visitors. Still I welcome the initiative taken by an Indian company to get into Social Community mode rather than showing boring advertisements between more boring soap operas.