WHAT WE DID:
Brand Launches & Press Kit Development
Events & Marketing Collaborations
Spokesperson Management & Media Training
Strategic Media and Public Relations
Influencer Marketing and CollaborationsAKIND BY TIRA
ABOUT THE BRAND
Tira, Reliance Retail’s omnichannel beauty retail platform announced the launch of its skincare brand, Akind, co-founded by Mira Kapoor. The brand’s narrative lies around understanding that everyone's skin is unique and deserving of personalized care. The brand also seeks to simplify skincare by listening to the needs of one’s skin. Through this targeted approach the brand aims to empower individuals to achieve their skincare goals. Each formulation in the Akind range serves a distinct purpose in improving one’s skin barrier health.
OUR GOAL
The goal was to launch Akind through an on-ground event in the presence of Mira Kapoor. The strategy involved engaging with media and influencers across pre-event, on the day of the event and post-event so as to ensure maximum visibility around the brand and the ambassador.
Our strategy involved engaging with media, key opinion leaders (KOLs), and influencers within the fashion and beauty industries to highlight the new product and its benefits, creating substantial buzz for the brand.
WHAT WE DID
Our pre-launch campaign for the launch of Akind aimed to strategically generate anticipation and buzz in the market ahead of the official launch. We achieved this by facilitating under embargo one-on-one interactions with some of the leading publications like The Economic Times - Retail, The Indian Express, Elle, Grazia, Tweak India to name a few. These conversations primarily revolved around deep-diving into the brand ethos, the need for another skincare brand and products and was led by Mira Kapoor.
The brand was officially launched at an exclusive event held at the Tira outlet at Jio World Drive. The event attracted a significant presence of KOLs, influencers, and media representatives. To further raise awareness about the brand, we organized one-on-one interactions between Mira Kapor and the media and influencers. As part of our ongoing strategy, we coordinated in-person, virtual and email interactions with leading beauty and lifestyle publications to secure coverage for the launch. To add on, CNBC TV18 did a segment with Mira on their segment - Storyboard
In addition to the media, team M+M also secured interactions with House of Misu, Alefiya Khan, Maia Sethna, Deepika Ghose, Debasree Banerjee for Mira Kapoor on the day of the launch. 
