Toaster INSEA has come up with a new full-funnel campaign for Tira, Reliance Retail's omni-channel beauty retail platform.
The campaign, an imaginative extension of Tira's #ForEveryYou positioning, features nine distinct films. These assets delve deeply into diverse consumer mindsets, lifestyles, and aspirations, exploring themes of personalisation, curated access, technological innovation, emerging trends, elevated shopping experience, and curation of the best of global and homegrown brands.
Bhawika Chhabra, Managing Director, Toaster INSEA, remarked, "Beauty is a nuanced category, one we at Toaster deeply understand. Partnering with Tira on this full-funnel campaign was creatively exhilarating. Crafting nine distinct films for diverse cohorts required cohesion and meaningful connection. Ultimately, Tira's clear brand DNA unified our efforts, allowing us to build a truly connected world that embodies #ForEveryYou. Further, to scale the vision of the films without compromising on creative integrity, we commissioned our newly set up Toaster AI Studio to produce multiple adaptations, ensuring the dynamism of our storytelling was consistent & preserved for every platform."
Anshul Nagpal, Head of Design, and Swati Kapoor, Creative Director at Toaster INSEA, jointly commented, “Our primary challenge was to create appeal, relevance, and urgency across a multigenerational audience, each with differing needs and expectations. Our creative concept addresses the universal tension that while beauty should feel empowering, it often appears overwhelming—a maze of trends, products, and choices.”
