Ahaan Panday has been named the newest brand ambassador for beauty retailer Tira, joining an expanding roster that includes Kareena Kapoor Khan and Suhana Khan. The announcement was made as part of the brand’s latest campaign, ‘YOU. MORE THAN ANYTHING.’, which reframes beauty as a personal and inclusive expression of evolving identities. Panday also shared the news on his LinkedIn profile, celebrating the collaboration with his followers and signalling the milestone in his own career.
Industry observers are calling the move groundbreaking, Tira becomes one of the first beauty retailers in India to appoint a male celebrity ambassador at scale, reflecting broader cultural shifts in how beauty and self-care are understood across genders. The campaign challenges conventional “before-and-after” beauty narratives, instead positioning beauty as a lived experience shaped by daily moods, micro-moments and self-expression.
Bhakti Modi, CEO and Co-founder of Tira, underscored the brand’s philosophy behind the campaign: “At Tira, we’ve always believed that beauty is inherently personal. It evolves with who you are and how you choose to express yourself. ‘YOU. MORE THAN ANYTHING.’ reflects that belief. Bringing Ahaan Panday into the Tira family is a natural extension of our philosophy. His presence reflects the way beauty is evolving today.”
Panday said the partnership feels deeply aligned with his own views on grooming and self-confidence: “Being part of Tira’s campaign feels like me. I love that the campaign looks at beauty as something personal not something you have to fit into, but something that moves with you. For me, grooming and skincare are about feeling confident and comfortable.”
Tira’s latest campaign is set to roll out across television, digital platforms, social media, in-store experiences and brand films, reinforcing its vision of an accessible, expressive and inclusive beauty ecosystem. As India’s beauty market continues to evolve rapidly especially among younger, more expressive consumers the partnership with Panday highlights the brand’s commitment to reflecting contemporary attitudes toward self-care and personal identity.
