RENÉE Cosmetics has announced a collaboration with internet personality Orhan Awatramani, popularly known as Orry, for its upcoming micro-drama series, marking the brand’s latest effort to connect with digital-first consumers through entertainment-led storytelling.
The campaign is designed around the growing popularity of short-form, story-driven content, blending beauty with internet culture to engage audiences beyond traditional advertising. With Gen Z forming a significant part of the brand’s customer base, RENÉE aims to stay culturally relevant by creating content that aligns with evolving social media trends.
The upcoming series incorporates references to some of the internet’s biggest viral moments. According to the brand, the teaser features a fast-paced editing style inspired by viral Erling Haaland fan edits, recreates the widely discussed New York tower proposal that sparked meme culture, and is paired with the trending track Taka La Dentro. Together, these elements are intended to create a campaign that merges beauty, humour, and entertainment for today’s digital audience.
Micro-dramas have emerged as a popular content format for brands looking to build stronger engagement with audiences through bite-sized storytelling. Rather than relying solely on conventional advertising, brands are increasingly creating culturally relevant narratives that encourage sharing and conversations across social platforms.
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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. 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.”
Sharing her thoughts on the campaign, Aashka Goradia Goble, Co-founder, RENÉE Cosmetics, added “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.”
FAQs
1. Why has RENÉE Cosmetics collaborated with Orry?
RENÉE Cosmetics has partnered with Orry to launch a micro-drama series aimed at engaging Gen Z audiences through entertainment-led storytelling and internet culture.
2. What is the RENÉE Cosmetics micro-drama series about?
The series blends beauty, humour, and trending internet moments into short-form, story-driven content designed for digital-first consumers.
3. Who is Orry?
Orry, whose full name is Orhan Awatramani, is an internet personality and social media influencer known for his strong presence in Bollywood and pop culture circles.
4. Why are brands investing in micro-drama content?
Micro-dramas allow brands to tell engaging stories in a short format, making content more relatable, shareable, and memorable for audiences on social media platforms.
5. What is the objective of RENÉE Cosmetics’ latest campaign?
The campaign aims to strengthen the brand’s connection with Gen Z consumers by combining beauty, storytelling, and internet culture to create entertaining and culturally relevant content.
