The media team ensured that every communication spoke directly to tudung-wearers in a way that would inspire and encourage them to use Sunsilk. Using Wardina as a point of reference, the media team brought Sunsilk into the lives of the target audience. Specifically, they implemented the following innovations:Placing Wardina on the cover of key Malay magazines in SunSilk lime colours to maximise her association with the brand.Positioning die-cut creative execution inside magazines for high impact communication of the benefits of SunSilk.Negotiating a cover story on Wardina's life (promoting SunSilk within the story) bringing out the brand essence of 'Hair dramas'.Ensuring SunSilk was perceived as synonymous with hair care for tudung wearers by negotiating 'SunSilk sponsored Hair Care tips' in key magazines.Creating fashion spreads with Wardina wearing tudung in key magazines.Implementing a media first: SunSilk became the first moving billboard execution on the east coast.