The contest essentially is about how curly your curls can get, and if you manage to score on their curl-o-meter, you might just end up curling up with a friend in Kuala Lampur, Malaysia.

This 'curl power' contest is a strategy used by HLL to lure the generation next into trying out their new Sunsilk Naturals Curl Control shampoo formulated for curly and wavy hair.

Their approach to iniate an association with the very whacky and funky [V] seems to have held them in good stead, as Channel [V] head honcho Amar Deb says, " The response is very good; our mailboxes are jammed."

Good for HLL and even better for [v] as they are expecting loads of partnerships in the near future.

Now, thats what one calls a win-win situation.