30% of women in Bangladesh wear Hijab and most struggle with hair problems due to the humid weather. No brand was catering to this specific need until Sunsilk identified this and launched a range especially for hijab wearers. However, a usual marketing campaign had a risk of being misinterpreted as serving only a targeted religious group. Hence, the idea was to promote the hijab range through endorsements by popular Hijabi key opinion leaders who are active on Facebook, Instagram & YouTube. Because who better to speak about hair problems that arise by wearing a hijab than hijabis themselves and these popular hijabi influencers have a devoted audience who follow them & seek out for solutions to them.