The Campaign

The current situation about branded content in India, is really in the nascent stage. The media industry is evolving around how to create the content across mediums. If in case content is created still it stays around brand element and in terms of AFP. No specific content creation from consumers perspective is entertained. Content moreover restricts to only to TV and with the oblivious reason becomes an expensive affair for both the brand and channel partner. The content what we are talking about is something ever done first time in India and in global history of any Magazine. For the first time we got a magazine to endorse a beauty brand. Generally a content creation happens at TV or digital level, but this was first of the campaign which initiated through magazine and was taken up in T V and Digital

Results

There is no denying that Indian women have some of the most beautiful hair in the world. The secret is not just genes but the rising beauty consciousness amongst the Indian consumer. A 2 billion$ + Indian salon industry lies behind this rising beauty consciousness. She wants to look gorgeous all the time and believes that ONLY visiting a Salon fulfils her desire. TRESemme, with a huge international legacy, had launched in India to demonstrate its cutting edge Salon innovation, now at home. TRESemme had a very strong claim fulfilling the desire of Indian women. But it was very difficult for TRESemme to convince her as she was very selective on where her grooming inspiration came from and would not believe “Salon in Bottle” concept. To cut through to these fashionable India women, TRESemme decided to partner with their #1 fashion and style confidant – COSMOPOLITAN – The Magazine. Cosmopolitan is not just a magazine but a Religion for millions Women. With more than 200 million readers across the globe, Cosmopolitan is the world’s largest selling magazine. TRESemme invited Cosmo to test its products and review its promise of Salon in a Bottle. For this challenge Cosmo created a unique beauty panel. The Panel consisted of popular names from the Indian beauty industry – beauty editors, designers, hair professionals, TV celebrities and models. The outcome of the challenge – A “Cosmo Recommends TRESemme” Stamp was revealed through a grand PR event. At the event we also recreated TRESemme’s global asset– Mercedez Benz Fashion Week – as a backstage high-profile party. The party included every social celebrity along with a pool of media channels and publications. A special TVC showcasing “Cosmo Recommends TRESemme” Stamp was created and aired on TV and digital platform to reach out millions of Indian women and win their trust in the brand. We also created 18 unique Do-It-Yourself hairstyling videos showcasing the latest in fashion hairstyles published across digital media and Cosmopolitan Magazine.

Magazine: A month in advance we introduced a Famed Beauty panel consisting critics like designers, hair and beauty experts and A List Celebrities. PR event: We created Brand's international Mercedes Benz fashion week backstage party in India. This led to lot of social buzz and created curiosity among the viewers to look out for the content. TV Commercial: A Special co-branded commercial disclosing the recommendation fact was created and aired across 30 high affinity channel over 3 months. Digital: Survey regarding best hairstyles were created in order to co-create content as per consumers requirement.

1.Enabled TRESemme to break through the clutter of the Hair Care segment and establish its credentials as a provider of cutting edge salon innovation at home. 2. 95% of the beauty panelist liked the brand and felt their hair was much softer and smoother. 3. The association reached 10mn+ women leading to a never heard of Rs. 0.8 Cost Per Contact for a magazine activity. 4. Brand awareness scores shot up by 300% in Metros. 5. Modern trade sales, which contribute 50% of brand sales, jumped up 200 bps in its market share. 6. Mind measure score for Salon Style Hair at Home increased by 50%