Mumbai: RENÉE Cosmetics has partnered with internet personality Orhan Awatramani, popularly known as Orry, to launch a micro-drama series as the beauty brand looks to deepen engagement with digital-first consumers through entertainment-led storytelling.
The campaign reflects the company’s strategy to move beyond conventional advertising by leveraging short-form, story-driven content designed to resonate with Gen Z audiences and consumers increasingly influenced by internet culture.
RENÉE said the collaboration is built around the growing popularity of micro-dramas, a content format that combines entertainment and brand storytelling to improve audience engagement and recall. The upcoming series incorporates references to viral internet trends, including the editing style of Haaland fan videos, the widely discussed New York tower proposal and the trending soundtrack Taka La Dentro.
The beauty brand said the campaign aims to create culturally relevant and shareable content by blending humour, beauty and digital storytelling for social media platforms.
Commenting on the collaboration, Ashutosh Valani, Co-founder, RENÉE Cosmetics, said, “Today’s consumers don’t just watch content, they engage with culture. They’re drawn to trends, humour, music, and stories that feel authentic and shareable. As a brand, we believe it’s important to evolve with the way people consume content. Micro-dramas present a powerful opportunity to blend entertainment with storytelling while creating genuine brand recall. Orry was the perfect collaborator because he is deeply connected with internet culture and effortlessly resonates with today’s digital audience. Through this campaign, we’re not just launching a series, we’re exploring a fresh, culturally relevant way of connecting with consumers.”
Aashka Goradia Goble, Co-founder, RENÉE Cosmetics, added, “At RENÉE, we’ve always believed that beauty should be fun, expressive, and a part of everyday conversations. This collaboration with Orry allowed us to bring together beauty, entertainment, and some of the internet’s biggest cultural moments in a way that feels fresh and relatable. The series reflects our personality as a brand—bold, playful, and always in tune with what our consumers love. We hope it entertains our audience just as much as it introduces them to the world of RENÉE.”
The initiative underscores a broader shift in beauty marketing, with brands increasingly investing in creator collaborations and entertainment-led content to connect with younger consumers. By integrating popular internet trends into branded storytelling, RENÉE aims to strengthen its relevance among digital-native audiences while enhancing brand visibility across social platforms.
