Tira Beauty shares the role of Instagram, creators, music, & more in its marketing success

As a newly launched business, Tira Beauty aims to create a unique brand differentiation and reach the right set of consumers in the fiercely competitive beauty industry. Their marketing strategy focusses on Instagram Reels to amplify the campaigns. The result? Their campaigns have already witnessed metrics that are beyond the industry benchmarks including a 3.5% hike in landing the right message to its core target audience—women.

The brand has collaborated with popular celebrities Kareena Kapoor Khan, Kiara Advani, and Suhana Khan across three generations for the primary campaign. To unlock the next level of reach and awareness, it has also partnered with content creators. Tejas opines, “From education to discovery to finally nudging the consumers to make the purchase…Reels and creators help us traverse the entire marketing funnel.”

Talking about the selection of the song ‘Roop Tera Mastana’ for their ads, the marketer also highlights how music plays a big role and helps accelerate awareness by leaps and bounds immediately.

As the beauty sector witnesses the proliferation of new brands every year, maintaining authenticity is the key USP for this brand to meaningfully connect with consumers. One of their strategies is to leverage creators, who have their unique perspectives and voices on social media platforms, and keep delivering the right message to the right set of audience.


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