Mumbai – Tira, the omnichannel beauty platform launched by Reliance Retail, has announced actor Ahaan Panday as a brand ambassador alongside the launch of its new campaign, “YOU. MORE THAN ANYTHING.”
With the appointment, Tira positions itself among the first beauty retailers in India to sign a male celebrity ambassador. Panday joins Kareena Kapoor Khan and Suhana Khan as part of the brand’s ambassador lineup.
According to the company, the campaign presents beauty as personal and evolving, moving away from traditional “before and after” narratives. It focuses on everyday experiences shaped by individual moods and expressions. The initiative is rooted in the brand’s philosophy, “Tira. For Every You.”, which emphasizes inclusivity and enabling consumers to engage with beauty on their own terms.
Bhakti Modi, CEO and Co-founder of Tira, said the campaign reflects the company’s belief that beauty evolves with identity and self-expression. She said Panday’s association aligns with Tira’s approach as a discovery-led platform aimed at creating space for individuals to explore and express themselves.
Panday said the campaign resonates with his personal approach to grooming and skincare, describing beauty as something that adapts to individuals rather than a standard to fit into.
The campaign will roll out across television, digital platforms, social media, in-store experiences and brand films.
Launched by Reliance Retail, Tira operates both online and offline. The company reported more than 20 million app downloads and delivery coverage across over 98% of India’s pincodes. Its flagship store at Jio World Plaza in Mumbai spans more than 6,200 square feet and includes features such as virtual try-on tools, skin analysis services and a fragrance discovery tool.
