RENEE Cosmetics has unveiled a heartwarming yet humorous campaign that beautifully bridges generations, culture, and cosmetics. With a retro Bollywood twist and an iconic performance by Supriya Pathak, the brand’s latest ad revives a beloved family ritual while spotlighting its smudge-proof Midnight Kohl Pencil.
RENEE X Supriya Pathak
A Nostalgic Nod to Tradition
In the campaign’s video, a young man returns home with his first paycheck, a gesture steeped in sentiment across many Indian households. As he respectfully hands it over to his mother, she instinctively reaches for her kajal to perform the age-old ritual of applying a “nazar ka tikka” to protect him from evil.
But this time, there’s a twist.
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When Drama Meets Innovation
To her surprise—and the viewer’s amusement—the kajal refuses to smudge. That’s because it’s not just any kajal; it’s RENEE’s Midnight Kohl, a high-performance eye pencil known for its intense pigment and long-lasting, smudge-proof wear. Supriya Pathak’s brilliant expression and comic timing amplify the surprise, delivering a moment of lighthearted drama that lands with both emotional and branding impact.
80s Bollywood Vibe with a Modern Beauty Punch
The campaign draws heavily from the charm of Bollywood’s golden era, particularly the dramatic flair of the 80s. From music to costume, every detail is steeped in nostalgia. And yet, at its core, it speaks to the modern Indian consumer—bold, expressive, and rooted in culture.
Blending Sentiment with Style
Aashka Goradia Goble, Co-founder & CMO of RENEE Cosmetics, stated, “We create experiences that stay with you. Midnight Kohl is made for the bold, the expressive, the DRAMA-tic and those who speak volumes with just their eyes.”
Indeed, the campaign does more than just sell a product—it celebrates emotions, rituals, and the enduring bond between a mother and child. By adding a clever, beauty-forward twist to a relatable tradition, RENÉE stands out not just for product performance, but for storytelling that hits home.
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Conclusion: RENEE: A Kohl That Speaks Volumes
RENÉE’s Midnight Kohl campaign is a perfect example of how brands can blend nostalgia with modernity to create lasting emotional connections. With Supriya Pathak’s unforgettable performance and a universally relatable theme, the ad isn’t just about kajal—it’s about culture, emotion, and the beauty of moments that never smudge.
