Tira's Star Power Strategy: Taking on Nykaa with Bollywood
An Unforgettable Debut
Tira didn't just enter the market; it made a grand, star-studded entrance with its inauguration as an omnichannel beauty store, whose app went live in over 100 cities, whereas the first retail store was launched in Jio World Drive mall in Mumbai's BKC area. From its very inception, the brand strategically aligned itself with some of Bollywood's biggest names, immediately signaling its intent to be a major contender. The launch event was a spectacle, featuring top-tier celebrities who instantly lent credibility and glamour to the nascent brand.
The initial campaign featured Kareena Kapoor Khan, Kiara Advani, and Suhana Khan as brand ambassadors. This trio was chosen since Kareena Kapoor Khan brings a legacy of Bollywood stardom and appeal across generations and is an icon of timeless beauty and elegance, Kiara Advani represents contemporary success and youth appeal, and Suhana Khan, daughter of Shah Rukh Khan, embodies the aspirations of a new, digitally native generation. This star-studded celebrity endorsement strategy ensured immediate high visibility and a strong aspirational connection with diverse consumer segments right from day one.
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