RENÉE Cosmetics has collaborated with Orry (Orhan Awatramani) for its upcoming micro-drama series. Designed for a digital-first audience, the campaign blends beauty with entertainment, tapping into the growing popularity of short-form, story-led content that keeps consumers engaged while staying rooted in internet culture.
With Gen Z forming a key part of RENÉE’s consumer base, staying relevant means staying ahead of trends and speaking the language of a social-first generation.
Micro-dramas are rapidly emerging as an engaging content format, allowing brands to blend entertainment with storytelling to capture attention, spark conversations, and build brand recall. As audiences increasingly gravitate towards snackable content, brands are moving beyond conventional advertising to create narratives that feel culturally relevant and shareable.
Keeping pace with evolving consumer behaviour, RENÉE’s upcoming micro-drama series starring Orry taps into internet cultural moments. The teaser features the fast-paced editing style inspired by viral Haaland fan edits, bringing a social-first energy to the campaign.
It also recreates the viral New York tower proposal that sparked widespread meme culture and brand recreations across social media. Paired with the trending track Taka La Dentro, the series seamlessly blends beauty, humour, and entertainment into a story designed for a digital audience.
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 said, “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.”
As consumers increasingly scroll for stories instead of advertisements, RENÉE Cosmetics continues to redefine beauty marketing by turning trends into entertainment, moments into conversations, and content into brand experiences.
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