Reimagining Commutes: How Tira Transformed Auto-Rickshaws into Beauty Lounges this Women’s Day
This Women’s Day, Tira didn’t just celebrate women—they made their daily commute unforgettable. In a bold and innovative campaign, the beauty brand turned humble auto-rickshaws into mobile beauty hotspots, delivering joy, glam, and empowerment on three wheels.
Let’s dive into this creative marketing strategy that became the talk of the town—and what brands can learn from it.
Campaign Objective: Beyond Conventional Celebrations
Women’s Day campaigns are often flooded with discounts and heartfelt social media posts. But Tira decided to step away from the screen and bring its message to the streets.
Objective:
To surprise and delight everyday women in urban India with a real-world brand experience—while reinforcing Tira’s image as a fun, bold, and beauty-forward brand.
By targeting the everyday commute, especially through auto-rickshaws—a staple for working women, students, and homemakers—Tira captured attention where no one expected it.
The Big Idea: Beauty on the Go
What if your ride to work came with a mini makeover? That’s exactly what Tira delivered.
The brand collaborated with local rickshaw fleets in key metro cities to create:
- Branded, eye-catching autos with pink and purple interiors
- On-the-go beauty touchups using Tira products (like lip balms, face mists, and compact mirrors)
- QR codes for exclusive Women’s Day offers and content
- Female brand ambassadors who interacted with commuters and gifted beauty kits
This wasn’t just an ad—it was an immersive experience.
Target Locations: Going Where the Women Are
The campaign was rolled out in Mumbai, Bengaluru, and Delhi NCR—metros where auto rides are a common mode of daily travel.
Strategically placing these glam autos around:
- Office hubs
- College campuses
- Shopping streets
- Transit stations
… ensured maximum visibility and organic social sharing.
Many women shared selfies from their beauty-themed rides using campaign hashtags, giving the campaign strong user-generated content (UGC) traction.
Product Placement Done Right
Tira’s clever product strategy shined through:
- The free sample kits included best-sellers and new launches, allowing first-hand trials.
- Products used during the ride (like refreshing sprays or lip tints) were relevant, useful, and subtle enough for public use.
- Scannable QR codes in the rickshaws led to shoppable landing pages, boosting online traffic.
Result? Tira didn’t just create an experience—they created micro-conversions in motion.
Why This Campaign Went Viral
Here’s what made Tira’s Women’s Day campaign so share-worthy:
1. Hyperlocal Relevance
Using a local, relatable mode of transport made the campaign feel accessible and authentic.
2. Emotional Resonance
Women felt seen and celebrated in their everyday setting—not just in elite malls or salons.
3. Element of Surprise
The unexpected transformation of rickshaws into beauty lounges created moments worth sharing on Instagram and WhatsApp.
4. User-Generated Content
With every selfie and reel from these auto rides, Tira gained organic reach, community engagement, and social proof.
Results & Impact
Though the exact figures haven’t been publicly shared, early reports from brand insiders and PR buzz indicate:
- 30% increase in Tira app installs during the campaign week
- Over 5,000 rides completed across cities
- High engagement on Instagram and X (Twitter), with the hashtag #BeautyOnTheGo trending in Mumbai for 24 hours
- Featured by influencers, news platforms, and LinkedIn brand case studies
- A noticeable boost in brand affinity, especially among Gen Z and urban working women
What Other Brands Can Learn from Tira
Tira’s campaign proves that experiential marketing doesn’t need a six-figure budget—it needs a six-figure idea. Here are key takeaways:
- Go where your audience already is. Whether it’s a rickshaw, metro, or salon, tap into everyday touchpoints.
- Surprise + Delight = Loyalty. Memorable moments build emotional connections.
- Mobile marketing can be literal. Don’t underestimate the power of physical movement in a digital world.
- Merge product sampling with storytelling. When people experience your product in real life, they’re more likely to buy it online.
Tira’s Brand Message Reinforced
In an increasingly digital beauty market, Tira created a physical brand moment that people could see, touch, and feel—without losing its trendy, online-first identity.
From their app UI to auto interiors, everything felt aligned: fresh, modern, and female-first.
This Women’s Day, they didn’t just promote empowerment—they delivered it to women’s doorsteps, traffic signals, and bus stops.
Final Thoughts
As more brands look to stand out during crowded celebration days like Women’s Day, Tira’s rickshaw campaign offers a masterclass in memorable marketing.
It was real, refreshing, and deeply rooted in culture—and for a beauty brand, what better way to shine?
