Sunsilk has introduced “Sunsilk City,” an innovative Metaverse experience hosted on the gaming platform Roblox. This initiative is designed to foster engagement among female gamers.
Roblox’s Sunsilk Metaverse
Sunsilk City, within Roblox, showcases Mexico-based chemist and actress Jessica Lakshmi as a real-life role model, represented through her avatar. She takes on the role of an in-game presenter, utilizing her social media platforms to educate others about the practical applications of science.
Lakshmi’s mission is to inspire others to delve into the fields of science, technology, engineering, and mathematics (STEM). Her avatar and inspiring story have been thoughtfully crafted by Sunsilk, and her involvement is further amplified through a social and impactful program. Additionally, she is featured in a Mexican advertising campaign.
In Sunsilk City, the mini-game Sidewalk Superstars encourages players to value education above routine tasks. Another mini-game, the House of Hair, is designed to stimulate creativity and artistic expression among players, aiming to enhance representation on the platform.
Sunsilk City, a virtual city in the Metaverse, has been crafted by the creative agency Roblox Game Studio. Set to launch initially in Mexico, it is planned to gradually expand globally. Purnima Lamba, the Global Brand Vice President of Sunsilk, shared her insights on this initiative.
Recognizing the extensive engagement of young women in gaming worldwide and the expansive potential of the Metaverse, Sunsilk identified a unique opportunity to connect with the next generation in a meaningful and authentic manner. Lamba expressed hope that Sunsilk City will inspire girls globally to broaden their perspectives and feel empowered in pursuing their aspirations, while also offering an enjoyable experience.
Jessica Lakshmi, a key figure in this campaign, also voiced her enthusiasm. She highlighted her passion for helping young women follow their dreams and expressed excitement about collaborating with Sunsilk. Drawing from her personal experiences of overcoming challenges as a woman in STEM, she hopes this campaign will provide girls with the inspiration and resources to chase their dreams. Lakshmi, also an actress, is involved in Sunsilk City.
Roblox, the platform hosting Sunsilk City, is an online gaming platform and game creation system developed by Roblox Corporation. It enables users to design and play games created by others. Founded in 2004 by David Baszucki and Erik Cassel, and launched in 2006, Roblox hosts a variety of user-coded games in the Lua programming language, offering a diverse gaming experience.
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