Sunsilk exits from Femina Miss India sponsorship

MUMBAI: Just over a year after Sunsilk, FMCG behemoth Hindustan Lever’s leading haircare brand, announced its partnership with the Femina Miss India Beauty Pageant, it has ended the association.

As per the terms of the agreement that was signed on 21 October 2002, Sunsilk had taken up title sponsorship of Femina Miss India for three years (till 2005). According to industry sources, the Femina Miss India title sponsorship was worth Rs 47.5 million per year.

When contacted, Vikram Sakhuja, managing director of Mindshare Fulcrum (which handles the media planning and buying business for Levers), would not be drawn into a comment on the reasons for the disassociation of Sunsilk with India’s premiere beauty pageant.

Meanwhile, repeated calls to AP Parigi, MD & CEO Times Infotainment Media Ltd., The Times Group, for an official reaction to the development, elicited no response. Times Infotainment manages both the Femina Miss India pageant and the Filmfare Awards.