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This case discusses the online community-building initiatives of Indian FMCG (fast moving consumer goods) major Hindustan Lever Limited (HLL) for its beauty shampoo brand, Sunsilk. HLL was one of the largest spenders in the traditional advertising media. To keep the Sunsilk brand relevant to its target group (young girls), HLL started an online social network and community called the Sunsilk Gang of Girls (GoG). It was the first all-girl online community in India and quickly caught the attention of the target group (TG) as it was promoted by HLL with a 360-degree media communication blitz. HLL continuously updated the content and added new features to GoG to keep it relevant to the TG. It also took this online initiative to the ground with mall activation programmes and participation in college youth festival events. Experts felt that HLL was rewarded for taking the risk of starting an online social networking site as it got good brand recognition and built a connection with the target group. The case also discusses the issues and constraints faced by companies and marketers who want to target the youth in a rapidly changing market environment like India. It also highlights the various opportunities and challenges for media planners and advertisers in this changing environment.