For millions of Indian women, auto-rickshaws are not just a means of transportation—they’re mobile sanctuaries where lipsticks is touched up, hair is smoothed, and selfies are taken in ideal natural light. These mid-trip beauty routines are an unspoken, shared aspect of city life.
Tira, Reliance Retail’s beauty platform, saw this not as an obstacle—but as a canvas. By focusing in one the true, everyday mess and beauty of women getting ready while on the go, Tira set the script.
What started out as just a commute become a platform for embracing contemporary beauty, uniqueness, and self-expression.
Again the backdrop of Women’s Day 2024, Tira rolled out a campaign that was not about products per se—but about presence. And where better to make an appearance than on the streets where women live, and breathe their lives, one rickshaw ride at a time?
The Mission Behind the Movement
Tira aimed to do more than simply celebrate Women’s Day—they wanted to salute the beauty moments that occur on the move.
The objective was straightforward but significant:
- Shine a light on the day-to-day rituals women undertake while on the go—from mirrors sneaks to on-the-fly lipstick touch-ups
- Celebrate the hustle, humor, and nostalgia of Indian rickshaw rides.
- Ask women to make these mundane moments into confident, shareable gestures of self-love.
- Seamlessly merge digital virality with on-ground presence through on-ground activations.
- Amplify Tira’s position as a beauty brand that moves with women today—literally and culturally.
This wasn’t about perfect beauty in pictures. It was about real beauty in real moments, fueled by relatability, cleverness, and the dynamic rhythm of urban life.
The Bold Idea: Turning Commutes into Beauty Moments
Instead of competing for screen space, Tira hit the streets—literally .
Branded Pink rickshaws, decked out in bold beauty messaging, rolled through Mumbai, Bengaluru, and Delhi. Women were invited to click and share their “Rick Pics” (selfies taken inside the rickshaws), turning everyday commutes into Instagram-worthy beauty moments.
Execution Moment
Influencer Power Play:
Over 30 creators made the campaign come alive in fun, down-to-earth Reels—ranging from wind tousled hair fixes to lipstick rescue operations in moving rickshaws.
Street-Level Branding
- Nine cars in three big cities
- Hit college zones, shopping districts, and lifestyle destinations.
- Instantly recognizable with Tira’s bold pink identity
Offline Meets Online
The Jio World Drive (Mumbai) Rickshaw Experience Zone was a selfie stopper and door to the Tira store at the same time. Take a Rick Pic, share it, enter, pick up a freebie—effortless brand interaction from street to store.
Digitally Driven, Organically Amplified
Zero media spend. Pure Virality. The campaign leveraged user-generated content, influencer word-of-mouth, and Instagram sharing to gain attraction on the platform.
The Impact: Numbers, Noise & Notable Wins
By the Numbers
Tira “Rick Pics” campaign didn’t just ride through the streets—it raced through social feeds.
- 17M+views on campaign content across platforms
- 10M+ organic reach on Instagram alone
- 30+ Influencers brought in just one week
- Thousands of Rick Pics posted, shared, saved, and reshared
- A clear spike in store football, proving that the campaign didn’t just live online—it drove real-world results too
The Buzz
This wasn’t just a marketing stunt. It was a moment. Tira made beauty in motion feel effortless, exciting, and totally real.
- Beauty-on-the-go was reimagined as fun, relatable, and totally selfie-worthy
- A cultural waves was created around a shared truth—we all get ready in transit
- Tira earned major credibility as a brand that gets women’s lives—and celebrates them, mess and all
Why it worked
- It was strikingly relatable: women saw themselves in it— because they live this moment everyday.
- It was built for the Gram: Bright pink autos, bold branding, and beauty challenges made it irresistibly postable.
- It connected all touchpoints: From the rickshaw seat to the Instagram screen to the in-store counter—it was a 360° beauty experience.
- It felt inclusive and unfiltered: No pressure. No perfection. Just real women, real commutes, and real beauty.
Last Stop: A Campaign That Moved with Purpose
Tira’s ‘Rick Pics’ campaign was not just a clever wordplay or pink-colored takeover—it was a celebration of the way beauty makes itself at home in the everyday life of the modern Indian women.
In its embracing of the mess, the charm, and the creativity of making up on the move, Tira genearted more than buzz. It created belongings.
From influencers Reels to real women snapping in traffic, the campaign proved that advertising doesn’t need to yell to be heard—it just has to speak for itself.
In a world where beauty is so commonly wrapped in waxed perfection, Tira chose to meet women where they are: on-the-go, in the moment, and owning every inch of it.
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