Nykaa steps into OTT with brides, beauty, and brand integration

Mumbai: Beauty brand Nykaa, on Friday, debuted in the OTT space with ‘Nykaa Wali Shaadi,’ collaborating with Jio Cinema and Tiger Telly. The show is a docu-series that follows the journey of four different brides and showcases the involvement of Nykaa in their transformation into an Indian bride.

Following four different stories on how Nykaa, as a beauty brand, touched the lives of these brides is seamlessly integrated into the arc development and the overall direction of the plot. There’s Jagriti Rajulu, who was diagnosed with breast cancer shortly after her engagement; there’s Seema Priyanka Gowdar, who is a dedicated army officer; there’s Maiti Shahani Kapoor, who witnesses two different cultures—Nepali-Sindhi and Parsi-Punjabi—through her wedding; and finally Avantika Chhabria, with a relationship that saw it all in a span of 15 years before the knots were tied.

The transformation of these four tales runs parallel with the contribution of beauty brands like Nykaa cosmetics, Lakme, Dot & Key, Nykaa Wanderlust, Good Hair Day (GHD), Yves Saint Laurent, among others, making it a notable branded content piece out there. 

Speaking to BestMediaInfo.com about the docu-series, premiered on January 31, 2025, the JioStar spokesperson said, “When Nykaa approached us for a co-creation adventure, we saw a great opportunity to consider both the brand and the storyteller's perspective. Fostering this approach, the collaboration was fantastic.”

The spokesperson explained how immersive storytelling and brand integration within the narrative don’t enable brands but rather make them the enablers. “The power of branded content lies in crafting content that seamlessly fits the narrative. When done well, the brand doesn’t get enabled. Rather, it becomes an enabler,” he said.

According to the spokesperson, although Jio Cinema has viewership in the millions, the OTT platform derives its strength from the diverse range of audiences on the platform. Continuing his thought, Sharma believes that ‘Nykaa Vaali Shaadi’ will garner substantial viewership because of that diversity.

Branded content is a blend of brand goals and viewer preferences. With a focus on strong and powerful storytelling, Jio Cinema, with its branded content, aims to seamlessly integrate the brand into the narrative. “Our goal is to blur the lines between branded content and content, which is where true storytelling power lies,” the spokesperson elaborated.

‘Nykaa Vaali Shaadi’ adhered to this principle and strongly rides on emotions that connect the audience with the subjects of the documentary. The brand integration is subtle and just right.  

Throwing light on this, JioStar spokesperson told BestMediaInfo.com, “Viewers aren't watching because of the brand, but because they want to hear the story of those beautiful people and how seamlessly the brand integrates into the narrative. That's what we strove for with Nykaa Vaali Shaadi.”

Falguni Nayar, Executive Chairperson, MD & CEO of Nykaa, said, "Weddings are pivotal beauty moments, and at Nykaa, we understand how essential it is for brides to feel confident and radiant on their special day. We have always believed that beauty is personal—it’s about embracing your true self. We’re not just selling products; we’re here to guide, educate, and empower our customers to feel confident in who they are.

Whether through our online platforms or in our stores across India, we connect with them on a deeper level, offering expert advice and personalised guidance to help them discover the beauty that’s uniquely theirs."

The show was produced by Tiger Telly, the advertising arm of the production house headed by Zoya Akhtar and Reema Kagti. Speaking on the release of the show, Akhtar said, “At Tiger Baby, we endeavour to tell stories that, though diverse in format, are equally impactful. Through our collaboration with Nykaa, we got to highlight the glory of Indian weddings through powerful narratives that celebrate women and beauty, both inner and outer.”

Adding to this, Reema Kagti said, “Partnering with Nykaa on this exciting project allows us to bring authentic narratives of strength and beauty to life. With Tiger Telly, we’re crafting powerful stories in both short and long formats, and we look forward to sharing these heartfelt, empowering journeys with the viewers.”

When asked why Nykaa and Jio Cinema, Sharma stated, “We seek partners who believe in our storytelling and appreciate how seamlessly brands integrate into the narrative. The power of immersive storytelling and brand integration in the narrative is exemplified today by Nykaa, a beauty brand, present in one of the most significant moments in a woman’s life.”