Tira rolls out inclusive new campaign with Ahaan Panday on board

Tira, the omnichannel beauty destination from Reliance Retail, today unveiled its new brand campaign, ‘YOU. MORE THAN ANYTHING’, a cultural moment redefining beauty as personal, fluid, and reflective of evolving real-life identities.

Breaking new ground in the category, Tira has brought on Ahaan Panday as a brand ambassador, becoming one of the first beauty retailers in India to feature a male celebrity in this role. Ahaan joins Kareena Kapoor Khan and Suhana Khan, expanding Tira’s dynamic ambassador family. This move signals a cultural expansion for Tira and reinforces the brand’s commitment to a modern, inclusive definition of beauty that resonates with generations and diverse expressions of self.

The campaign represents a shift in how beauty is represented and experienced today. Moving beyond transformational, before-and-after narratives, it positions beauty as an everyday, lived experience shaped by moods, micro-moments, and multiple expressions of self. Beauty is reframed as intuitive, present in ordinary moments rather than aspirational ideals.

Aligned with the brand’s philosophy, ‘Tira. For Every You.’, the campaign emphasizes the platform’s dedication to building an inclusive beauty ecosystem. Tira removes intimidation, simplifies discovery, and enables consumers to engage with beauty on their own terms. As a discovery-first destination across skincare, makeup, haircare, fragrance, and tools, Tira advances the category by combining curated access with cultural relevance, making beauty intuitive, expressive, and approachable for all.

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Commenting on the launch, Bhakti Modi, CEO & Co-founder, Tira, said:"At Tira, we've always believed that beauty is inherently personal. It evolves with who you are and how you choose to express yourself. 'YOU. MORE THAN ANYTHING.' reflects that belief. Bringing Ahaan Panday into the Tira family is a natural extension of our philosophy. His presence reflects the way beauty is evolving today. As a discovery-led platform, we're committed to creating a space where every individual can explore and express themselves with confidence."

Sharing his thoughts, Ahaan Panday said:"Being part of Tira's campaign feels like me. I love that the campaign looks at beauty as something personal not something you have to fit into, but something that moves with you. For me, grooming and skincare are about feeling confident and comfortable. Tira, as a platform, makes that journey easy and approachable. It's exciting to be associated with a brand that's opening up beauty to everyone and encouraging people to embrace every version of themselves."

The campaign will be showcased across TV, digital platforms, social media, in-store experiences, and brand films—bringing to life Tira’s vision of beauty that is inclusive, expressive, and rooted in everyday life.