How RENÉE Cosmetics Used Supriya Pathak & a Maa’s Tikka to Make Kajal Cool Again
- Vishal waghela
- May 6
- 1 min read
The Campaign Breakdown:The ad stars Supriya Pathak and revives a timeless Indian tradition—where a mother uses kajal to apply the classic nazar ka tikka on her child. But RENÉE throws in a twist: their Midnight Kohl Pencil refuses to smudge. The result? Comic gold, emotional payoff, and a masterclass in product storytelling.
This isn't just any eyeliner ad. RENÉE taps into Bollywood nostalgia marketing, using the emotional pull of 80s-era traditions, retro visuals, and Supriya Pathak's expressive face to create a moment.
Marketing Takeaways:
Emotional Anchoring: Using the first paycheck ritual creates immediate relatability and emotional connect.
Unexpected Twist: The smudge-proof joke delivers a memorable punchline while demonstrating product performance.
Icon Casting: Supriya Pathak’s presence bridges generations—young millennials know her from Sarabhai vs Sarabhai, and older audiences remember her from Ram Lakhan and Bazaar.
Bollywood x Beauty Crossover: RENÉE proves once again that the fusion of desi traditions and modern innovation is where real brand love is built.
Conclusion:RENÉE’s Midnight Kohl campaign is a love letter to Indian rituals and a mic-drop moment in beauty advertising. This is what happens when your product has character, not just benef
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