Yellow / Social Media / Tira

Tira.

A world of beauty, made every day. The always-on social engine of Reliance Retail's premium beauty platform.

Client

Tira · Reliance Retail

Duration

10 months

Scope

Carousels, statics, campaigns

Format

Social-led, omni-channel

01 · The partnership

India's premium beauty platform. Made every day, made for every face.

Tira is Reliance Retail's premium beauty proposition, a destination that holds Fenty alongside L'Oréal, Bobbi Brown alongside Korean indie, the global alongside the deeply local. The brand needed a social voice that earned the same shelf space as the products on it.

Yellow leads the social-led creative system , the always-on carousels that hold the weekly grid, the Fenty Beauty Ki Haveli campaign that turned Rihanna's range into an Indian palace story, and the Korean Beauty Festival that built a country's worth of K-beauty into a fortnight.

One brand, one consistent register.

Fenty Beauty Ki Haveli · The Dressing Table

01 · Always-on Carousels

The weekly grid.

The carousel is where the brand earns its frequency. Four top performers, each a tight four-to-six-slate sequence built for the swipe.

Body Care Era.

3:4 · 5 slates

The category re-introduced. Body care framed not as routine but as ritual, with each slate building a small narrative arc from "what changes" to "what stays".

Cover

Slate · 01

Slate · 02

Slate · 03

Slate · 04

Hot Tracks Only.

3:4 · 6 slates

A music-coded round-up of the products defining the moment. Six slates calibrated to the swipe rhythm.

Cover

Slate · 01

Slate · 02

Slate · 03

Slate · 04

Slate · 05

SPF Excuses.

3:4 · 6 slates

Common reasons not to wear sunscreen, dismantled one slate at a time. Educational pacing wrapped in Tira's editorial tone.

Cover

Slate · 01

Slate · 02

Slate · 03

Slate · 04

Slate · 05

Summer Sale, Multi-category.

3:4 · 4 slates

The widest carousel of the run. Four slates moving across beauty categories without losing the editorial line, built for swipe-completion at scale.

Slate · 01

Slate · 02

Slate · 03

Slate · 04

02 · Fenty Beauty Ki Haveli

A haveli, rendered.

Rihanna's range, brought into an Indian palace. Three campaign films, two CGI 3D stills, and the gallery within, the flagship moment of the year.

The films.

CGI build · Haveli world

A cinematic build of the haveli, paced for feed and reel. Fenty By The Bay opens the campaign; Detail Is Everything and The Puzzle hold the close-in storytelling.

Hero film · Fenty By The Bay

Fenty By The Bay

Campaign reels · 9:16

Detail is Everything

The Puzzle

The statics.

CGI 3D anchors

Three flagship 3D-rendered stills that anchored the campaign. Seen in Reflection holds the mirrored portrait. The Dressing Table holds the still-life of the products. The Gallery Within closes the swipe.

Seen in Reflection

The Dressing Table

The Gallery Within

03 · Korean Beauty Festival 2.0

A fortnight of K-beauty.

Tira's K-beauty edit, scaled into a two-week festival. A pre-buzz film opened the moment; three Chandigarh activation cuts and one in-store film held the rhythm.

The festival films.

9:16 · Pre-buzz + Chandigarh activation

Five films from the K-beauty fortnight. The pre-buzz reel set the calendar; the Chandigarh sequence captured the in-store unfold across three days; the long-form Chandigarh edit anchored the wrap.