| Branded Film Content & Entertainment | ||||
| Client | Hindustan Unilever | |||
| Brand | Tresemme | |||
| Agency | PHD India | |||
| Brief | TRESemmé found that their TG looked to red carpet events like Cannes, the Oscars, Gloden Globes. BAFTA etc. for fashion inspiration.Unlike our competitors, we had no brand ambassador at these events, leaving TRESemme out of the surrounding conversations.
We had to find a way back into the fashion chatter – so instead of having a brand ambassador, we schemed to hijack the red carpet itself. |
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| Solution | To hijack the red carpet, we weaved in our own DIY hairstyle videos into the red carpet coverage of online fashion publishers, offering readers a chance to decode celeb styles – within the content they were already consuming.Through this, we reached 80% of our TG, delivered 30Mn impressions and uplifts of 97.3% aided brand awareness, 43% purchase intent & favorability. | |||
| Background | India has progressed a lot in the last few decades but still discrimination against the girl child is still a reality. Especially in Haryana, Rajashthan, Punjab and Uttar Pradesh. | |||
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