Promotions

Tresemme is heavily promoted through brand activations and a strong online presence, along with traditional forms of advertising such as print and TV advertisements. Tresemme has managed to strike a chord with its audience with its affordable price-points. Tresemme is available between Rs 68 to Rs 1,000 at beauty stores, pharmacies and modern-trade outlets.
Here are some ways in which it has marketed itself to become such a hugely popular in the high-end shampoo category:

This was one of the first TVCs that was launched in India for the introduction of its Smooth and Shine Range of shampoos. 

This advertisement kicked off the Campaign for "Ramp Ready Hair" .
'Get side braids, salon-style hair at home, everyday,' scream advertorials for Hindustan Unilever's haircare brand Tresemme. A link to DIYs (do-it-yourself) tutorials for low buns, ponytails and bouffants beckon consumers, albeit with a bit of help from Tresemme. This was the beginning of a YouTube advertorial series of "Do-it-Yourself" tutorials. 

Do it yourself (DIY) Playlists teaching women how to make "Ramp-Ready"/"Red-carpet" Ready hairstyles using Tresemme with Marcus Francis.

For this reason, they hired Marcus Francis (A French celebrity hairstylist) to give the Indian consumer the confidence that it is a product adhering to international standards in terms of its efficacy (which justified the price as well). The advertising/ marketing was done keeping in mind that the product is priced at par with the competitors (Compeititve-Parity) like L'Oreal and Pantene. 
Tresemme has a very little presence in the OOH advertising space but advertises in print, majorly in newspapers such as Times of India (Mumbai/Pune/Delhi Times), HT, magazines like Femina, Harper's Bazaar, Good Housekeeping, Cosmopolitan etc. 

A PR tactic used by Tresemme to influence consumer purchase, getting the product endorsed by a leading women's magazine, Cosmopolitan.

Here, they had an activation in collaboration with the magazine. It was a fashion show followed by a backstage party in Mumbai, which was again heavily highlighted through the magazine as well as other newspapers such as Times of India, Mumbai Mirror, Bombay Times etc. (Another activation + PR gimmick) 

A snapshot of the Tresemme Cosmopolitan backstage party.

They chose "Cocktail" Fame actress Diana Penty as their brand ambassador which was a clever move, considering the fact that the actor was already very popular with the success of her debut movie, which coincided with the shampoo's launch in India. It became a very big opportunity for Tresemme to encash upon Diana's image of a beautiful girl-next-door but with a unique sex appeal to her.

They tied up with a blog site called "Indiblogger", and launched "Ramp Ready Hair" Blogging contest (A sales promotion strategy) 

Prizes as big as  Galaxy tablets were given away and this also created an online community and generated a huge feedback for the shampoo. 

Tresemme also initiated a Twitter discussion through the hashtag "#TRESemmeRampReady" which created further "word of mouth" marketing.

Tresemme also collaborates with various fashion designers (Rocky Star for LFW '14) and fashion weeks (Lakme Fashion Week 2012-14), Beauty pageants (Miss India- it sponsors a title called "Miss Stylish Hair"), Tresemme Couture Fashion Weekend for brand building opportunities.  It also launched its TV film on MTV called "Picture Perfect" which would be aired on MTV as well as on YouTube. It starred former Femina Miss India Simran Kaur Mundi and was directed by notable film director Rohan Sippy.

Collaboration with Rocky Star, Celebrity designer to launch a collection inspired by Tresemme Hair Spa Rejuvenation.

Femina Miss Stylish Hair being given to a contestant in the state level selection for contestants.

Lakme fashion Week 2014 news feature.

Snapshots of the Facebook, Twitter and Youtube pages of Tresemme:

Facebook Page (Not so frequently updated)

Facebook Page promoting a new TV series to be aired on MTV and Youtube. 

Description of the Youtube channel

Twitter profile of Tresemme India. 

A still from MTV Picture Perfect (title sponsor: Tresemme) Director: Rohan Sippy.

All of the above  activities, using different media to create a full-fledged communications scheme cater to one goal:
To create awareness; To give knowledge; To induce liking; To create preference; Communicating with conviction; In order to cause purchase!

Tresemme has broken the clutter through innovative techniques of communicating. As we can see, Tresemme has a healthy mix of all activities (Advertising, PR, events, Branding, Word of Mouth, Sales Promotion)but in a minimal way to create a strong overall image that doesn't confuse the consumer and creates a strong impact. It has done great to the brand as the sales are constantly growing. It has succeeded in putting forth an image that is consistent with international standards.