Sunsilk to export branded TV show to Asian markets

Broadmind (recently rebranded as MindShare Entertainment) and Zeal TV -- which conceptualised Sunsilk 21st Century Woman show -- are looking at exporting the programme to other South Asian markets and Vietnam, according to MindShare Pakistan senior strategy planner Arif Mumtaz. The 12-episode show follows a group of 12 shortlisted candidates who undertake a series of challenges -- from skiing to trekking and organising a farm house dinner -- with one eliminated after every round, leaving the winner as Sunsilk's 21st Century Woman. Mumtaz said the show allowed Sunsilk to portray its brand attributes in an integrated and ultimately more powerful manner.