TiraTurnsTwo: How Tira’s Birthday Campaign Won Instagram
#TiraTurnsTwo: How a Beauty Brand Turned a Birthday into a Buzzfest
Tira’s second anniversary wasn’t just a sale, it was a full-blown celebration engineered to create FOMO online and footfall offline. Branded as #TiraTurnsTwo, the campaign combines irresistible discounts (up to 50% off) with layered engagement across digital and retail touchpoints.
At the heart of the campaign was the idea of “Better in Duos” , a clever nod to Tira turning two. The brand activated creator pairs, sibling duos, best friends, and couple influencers to amplify the message. Simultaneously, major celebrities like Kiara Advani and Suhana Khan added aspirational charm, featuring in glam content that elevated the brand’s positioning.
What set this campaign apart was its omnichannel execution:
- Online, creators dropped promo codes like TIRATWO, MEENAKSHI600, or RINKU600, nudging followers to shop during the sale window.
- Offline, Tira hosted experiential in-store activations across major cities with creator meetups, freebies like popcorn and popsicles, and personalized consultations.
Whether you were scrolling or strolling through a mall, Tira’s birthday presence was unmissable.
Real Influencer Moments
The heart of the #TiraTurnsTwo campaign pulsed through Instagram reels where a wide mix of creators showed up and showed out. From cherry-red glam looks to relatable product hauls, creators across follower tiers turned this birthday into a beauty movement.
Here are some standout posts from the #TiraTurnsTwo, pulled straight from our Sales dashboard. These everyday, energetic moments brought the challenge to life:
Sumukhi Suresh (@sumukhisuresh)
Sumukhi brought laughter to the party with a quirky in-store announcement about the Tira sale. Her comic style, paired with real urgency and a 30% discount mention, helped rack up over 537K views turning a walk-in sale into reel-worthy content.
Rinku Chatlani (@rinkuchatlani)
Rinku’s “girl math” reel was a crowd favorite. She broke down why stocking up during a sale is genius while name-dropping brands like MAC, Huda Beauty, and Olaplex. The result? 284K+ views and a standout reel that mixed trend with value.
Kritikaa Roopchandani (@kritikaaroopchandani)
Kritikaa’s reel played on Bollywood edits while delivering serious beauty recommendations. From Maybelline to L’Oreal, her playful tone and discount code ‘KRISHA600’ created a fun, effective pitch that crossed 22K+ views.
Meenakshi brought cozy-glam energy with product shoutouts and the MEENAKSHI600 code. Her high-engagement reel was both aesthetic and informative, giving skincare and glam lovers a reason to scroll and shop.
Harsha showed off a cherry-red lip glam with editorial finesse, featuring discount code HARSHA600. While minimalist in tone, her reel delivered polished visuals and clear CTAs subtle, stylish, and super shoppable.
Jaspreet Arora (@i_am_jaspreetarora)
Jaspreet’s reel was a full-on haul fest. From Huda to Sheglam, she paired beauty recos with crisp CTAs and the TIRATWO code earning attention with 18K+ views and great product tagging.
Kritikaa & Meenakshi (@theshimmergirl)
The influencer duo reunited for a charming collab reel, sharing their 4 must-have Tira sale products. MAC, Skin1004, Laneige, Huda beauty lovers were hooked on their chemistry and easy explanations.
This reel stood out for its skin-first vibe. Keentoeat_ detailed how Wishcare, COSRX, and Plum helped her beat Bengaluru’s water woes while gently plugging the sale and her KHINTU600 code.
Garima Tripathi (@garima.tripathi.3950)
Garima’s reel was high on birthday energy and excitement. With 92K+ views and 135 comments, she reminded followers to hurry and grab the best of the cherry-toned celebration.
Ravkirat’s reel was bright, clean, and focused spelling out the 50% off deal with a cherry-themed overlay that kept viewers watching. With 33K+ views, it struck the right balance of visual and value.
Beauty meets food-blogger flair in this vibrant GRWM. With cherry clips, lips, and themed bundles, she gave the sale a sweet spin and showed how cross-category creators can shine in beauty campaigns.
Neha packed her reel with energy and urgency mentioning TIRTIR, MAC, and juicy bundle offers. Codes like NEHA600 paired with a “glow up and stock up” narrative made it a high-converting content moment.
Influencer Highlights
Top Creators by Estimated Reach (Follower Count):
- @gracy__thapa01 – 641K
- @sumukhisuresh – 299K
- @sheforchique – 264K
- @rinkuchatlani – 154K
- @kritikaaroopchandani – 133K
Most Featured Products on Tira:
Influencers consistently spotlighted hero brands available through Tira’s platform:- Huda Beauty, MAC Cosmetics, and Maybelline for makeup lovers
- COSRX, Skin1004, and Plum for skincare enthusiasts
- Bonus savings with codes like TIRATWO, RINKU600, and KHINTU600 added to the urgency
Content Highlights:
- GRWM & Lip Combo Reels drove high views and comments
- Skincare tips tailored to local concerns (like weather, hard water) helped creators build trust
- Offline experiences like store visits and birthday-themed moments extended the campaign beyond digital
Conclusion: A Birthday That Became a Beauty Movement
Tira Beauty didn’t just turn two it turned heads.
With a creator-first approach, cherry-coded glam, and irresistible offers, the #TiraTurnsTwo campaign proved that beauty marketing doesn’t need to shout to be heard, it just needs to speak in reels. From GRWM moments to creator codes, every post felt personal, purposeful, and perfectly timed.
By blending influencer storytelling with smart retail triggers, Tira turned a brand milestone into a full-blown movement making this birthday bash one that the beauty community (and our carts) won’t forget anytime soon.
Skincare Brands
Cosmetic Brands
