RENÉE Cosmetics has teamed up with internet personality Orhan Awatramani (Orry) to launch a micro-drama series as part of its digital-first marketing strategy, aiming to connect with Gen Z and digitally native consumers through entertainment-led storytelling.

The campaign moves beyond traditional advertising by embracing the growing popularity of short-form, story-driven content that blends humour, beauty and internet culture. Designed for social media platforms, the series incorporates references to viral online trends, including the editing style of Haaland fan videos, the New York tower proposal and the trending soundtrack Taka La Dentro, making the content relatable and highly shareable.

With the initiative, RENÉE Cosmetics aims to strengthen brand engagement by tapping into formats that resonate with today’s social media audiences and encourage organic conversations online.

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. Micro-dramas offer a powerful way to combine entertainment with storytelling while building meaningful brand recall. Orry was the ideal collaborator because of his strong connection with internet culture and his ability to resonate with today’s digital audience.”

Aashka Goradia Goble, Co-founder, RENÉE Cosmetics, added, “At RENÉE, we’ve always believed beauty should be fun, expressive and part of everyday conversations. This collaboration with Orry brings together beauty, entertainment and internet culture in a way that feels fresh, bold and relatable. We hope the series not only entertains audiences but also introduces them to the world of RENÉE in an engaging way.”

The campaign reflects the growing trend of beauty brands leveraging creator collaborations and entertainment-driven content to build stronger connections with younger consumers while enhancing visibility across digital platforms.