RENÉE Cosmetics taps Orry for micro-drama series aimed at Gen Z audiences
Beauty brand RENÉE Cosmetics has teamed up with social media personality Orhan Awatramani, popularly known as Orry, for an upcoming micro-drama series as it looks to deepen engagement with digital-first consumers through entertainment-led storytelling.
The campaign marks RENÉE’s latest effort to connect with younger audiences, particularly Gen Z, by leveraging short-form content formats that blend beauty, pop culture and social media trends. The company said the series is designed around the growing popularity of snackable, story-driven content that keeps audiences engaged while remaining rooted in internet culture.
The upcoming micro-drama draws inspiration from several viral online phenomena, including the fast-paced editing style associated with popular fan edits and internet memes.
According to the brand, the teaser recreates widely discussed social media moments and integrates trending music to create culturally relevant content tailored for digital platforms.
RENÉE said the initiative reflects a broader shift in marketing strategies as brands increasingly move beyond conventional advertising and adopt entertainment-focused storytelling to capture consumer attention and improve brand recall.
Commenting on the collaboration, Ashutosh Valani, Co-founder of RENÉE Cosmetics, said today’s consumers are influenced by culture, humour, music and stories that feel authentic and shareable. He noted that micro-dramas offer brands an opportunity to combine entertainment with storytelling while creating deeper audience connections.
Aashka Goradia Goble, Co-founder of RENÉE Cosmetics, said the collaboration brings together beauty, entertainment and internet culture in a way that reflects the brand’s personality. She added that the series aims to entertain audiences while introducing them to the world of RENÉE through relatable and engaging content.
With consumers increasingly consuming stories rather than traditional advertising, the company said it is continuing to explore new content formats that transform trends into conversations and create stronger brand experiences.
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First Published on July 20, 2026, 15:34:39 IST
