Brands
Glam 21 blends beauty and drama in new nine-part micro-series
The ‘third-wheeling’ series uses friendship, romance and makeup to engage Gen Z
NEW DELHI: What happens when beauty meets a little relationship drama? Glam 21 is answering that question with a new nine-episode micro-drama series built around the familiar, and often awkward, experience of third-wheeling.
The beauty brand’s latest campaign brings friendship, romance and everyday social situations into an episodic storyline, while weaving its makeup products naturally into the characters’ looks and on-screen moments.
The series features creators and performers who bring its characters and relationships to life, with each episode designed to leave viewers curious about what happens next. The storyline centres on the dynamics of third-wheeling, giving the campaign a mix of humour, romance and relatable moments.
Rather than positioning the products as standalone promotional elements, Glam 21 integrates its beauty range into the characters’ everyday routines. The campaign features products including the Tint It Lip Balm and Double Drama Eyeliner plus Kajal, covering lips and eyes as part of the characters’ styling.
The series has been rolled out across social media, with Instagram Reels and YouTube serving as the primary platforms.
Glam 21 co-founder Bikash Goyal said the brand wanted to explore a more engaging way of bringing beauty into everyday conversations through formats that feel relevant to younger audiences.
“With this micro-drama series, we wanted to explore a more engaging way to bring beauty into everyday life. The ‘third-wheeling’ storyline adds humour, friendship, and relatable moments. The episodic format gives viewers a reason to follow the journey,” he said.
Goyal added that the campaign reflects Glam 21’s efforts to find fresh ways of connecting beauty with the culture and conversations that matter to younger consumers.
The launch marks a move towards entertainment-led content for Glam 21, tapping into the growing familiarity of micro-dramas and short-form storytelling among digital audiences.
The campaign is aimed at Gen Z and young beauty consumers, using character-driven storytelling instead of conventional product-focused communication. By making makeup part of the characters’ everyday appearances, the brand is attempting to place its products within situations that audiences can recognise and relate to.
The nine-part format also gives Glam 21 an opportunity to build engagement over multiple episodes, turning a beauty campaign into an ongoing social story rather than a one-off product message.
With its mix of relationships, humour, episodic storytelling and beauty-led styling, the series positions Glam 21’s makeup essentials within the everyday moments of its young digital audience.
