To celebrate International Women’s Day 2024, Reliance Retail’s beauty platform Tira rolled out a bold, hyper-local campaign titled “Rick Pics with Tira.” With a mix of humor, cultural relevance, and street-level activation, the brand transformed everyday auto-rickshaws into pink, mobile beauty zones, sparking a fresh conversation about beauty on the move.
From Delhi to Bengaluru to Mumbai, this campaign combined outdoor visibility, social media virality, and influencer storytelling to create a standout moment that was as shareable as it was empowering.
Industry Context
India’s beauty and personal care market is rapidly evolving. Valued at over $15 billion in 2023, it’s expected to grow at a CAGR of 6–7% over the next five years. Key growth drivers include digital-native consumers, increased disposable income, and redefined perceptions of beauty and self-care.
Today’s urban Indian woman navigates her beauty routine beyond dressing tables—often while commuting. In this dynamic landscape, social media plays a major role in shaping beauty trends and purchase decisions. Tira tapped into this reality with a campaign rooted in the cultural fabric of Indian cities.
Brand Introduction
Tira is Reliance Retail’s beauty platform that operates both online and through physical retail. Positioned as a modern, inclusive brand, Tira consistently uses social media-driven, relatable content to connect with its audience. Its campaigns often spotlight diverse beauty experiences, and collaborations with creators are central to its brand strategy.
Campaign Overview: “Rick Pics with Tira”
Launched on Women’s Day 2024, the campaign was inspired by a relatable slice of city life—commuting in rickshaws. Tira reimagined this everyday experience as a space for on-the-go beauty routines and selfie moments.
The initiative rolled out bright pink Tira-branded rickshaws across high-traffic areas in Mumbai, Bengaluru, and Delhi, encouraging women to snap and share “Rick Pics” (selfies taken in the autos) as part of their daily journeys.
With over 17 million views, 30+ influencer tie-ins, and a wave of user-generated content, the campaign built community engagement while reflecting the chaos, charm, and candid beauty moments that define Indian urban life.
Objectives
Tira set out to design a culturally relevant, women-first campaign that:
- Celebrated the universal experience of navigating beauty on the go.
- Reframed rickshaw rides—typically hectic and overlooked—into empowering, shareable beauty moments.
- Positioned Tira as a brand aligned with real, modern women’s lives.
- Boosted Instagram engagement via reels, saves, and UGC.
- Activated a meaningful online-to-offline connection through store redemptions and physical activations.
The Creative Brief
The internal brief to Tira’s creative team was clear: cut through Women’s Day clutter and build a high-engagement moment that’s rooted in lived experiences. The campaign needed to:
- Use humor and honesty to highlight real beauty challenges faced by women on the move.
- Tap into the nostalgia and cultural familiarity of rickshaw commutes.
- Encourage user-generated content with a simple, engaging call to action—“Post your Rick Pic.”
- Create a visually arresting on-ground presence that drove both buzz and social shares.
- Stay true to Tira’s bold, playful, and inclusive brand voice.
Creative Idea
“Rick Pics with Tira” flipped the idea of a rough commute into a beauty content opportunity. It celebrated the DIY beauty fixes, wind-blown selfies, and bumpy eyeliner applications that women navigate daily in rickshaws.
The pink rickshaws, with clever decals and striking branding, doubled as mobile photo booths. The tone was humorous, relatable, and unapologetically feminine. Think captions like:
- “Smudged but thriving”
- “Catch me glowing in traffic”
- “Beauty on board”
Execution
Influencer Marketing
Tira partnered with over 30 influencers, including:
- Sai Godbole, Akshara Shivakumar, Onella Rodrigues, and members of the Tira Tribe like Tanya Gupta and Shaleen Khergamwala, who showcased their beauty routines inside the rickshaws.
- Diipa Khosla (Inde Wild) and Namrata Soni (Simply Nam) lent thought leadership, discussing beauty, movement, and entrepreneurship.
Their playful Reels, Stories, and selfies highlighted everything from lipstick touch-ups in traffic to mirror checks during red lights.
User-Generated Content (UGC)
The call to action—“Spot the Tira Rick and post your Rick Pic”—encouraged organic participation. Instagram lit up with tagged posts, rickshaw selfies, and fun commentary, creating a loop of engagement and visibility.
On-Ground Activation
- Nine branded rickshaws hit the streets across Mumbai, Delhi, and Bengaluru.
- Routes were planned through high-footfall zones like Indira Nagar (Bengaluru), Hauz Khas (Delhi), and Mumbai’s western suburbs.
- The Rickshaw Experience Zone at Jio World Drive, Mumbai became a selfie magnet. Participants who posted Rick Pics there could redeem beauty freebies in-store, creating a seamless online-to-retail funnel.
Media Strategy
- The campaign relied heavily on organic growth, with minimal ad spend.
- Executed in collaboration with Wrap2Earn Advertising, the rollout maintained brand consistency and maximum visibility within a short execution window.
Results
Quantitative
- 17M+ views across campaign content
- 10M+ total reach on Instagram (influencer + UGC combined)
- 30+ influencer partnerships within a single week
- Thousands of Rick Pics shared organically via Instagram Stories and Reels
- Significant in-store footfall increase at Tira’s physical locations linked to activation zones
Qualitative
- Created cultural resonance by highlighting the beauty struggles and triumphs of urban commuting
- Elevated brand perception as relatable, modern, and in-tune with the lived experiences of women
- Reinforced Tira’s positioning as a brand that brings beauty into real life, not just aspirational spaces
Conclusion
With “Rick Pics with Tira”, the brand proved that the streets can be the new runway, and that beauty moments can happen anywhere—even in traffic. By transforming a mundane commute into a moment of celebration and creativity, Tira not only amplified engagement but redefined beauty marketing for the urban Indian woman.
In a landscape dominated by hyper-polished beauty campaigns, Tira stood out by being fun, fearless, and real.
