Content guide
Pick one concept per Reel. Use the steps as a guide and make them your own.
Start here
What makes a Reel work.
Include this in every Reel. It helps you get more views and earn more.
Hook in the first 3 seconds.
Show the concern you want to work on.
- Tan, dark spots, post-acne marks, uneven tone or dull skin.
- Show real, visible results.
- Film in natural light, with no filters.
Mention the key ingredients.
- 5% niacinamide, squalane or sea buckthorn extract.
- Connect them to your concern: dark spots, tone, glow and hydration.
Show the serum.
- Include a close-up of the texture.
- Show how light it is and how it absorbs.
Show the glow.
- A close-up of your skin in natural light after applying it.
Show the product and its name clearly, and say where to buy it: Tira.
A little goes a long way. Apply a small amount to the whole face or just to areas with dark spots, and pat gently until absorbed. During the day, always finish with sunscreen.
3 concepts
One concept per Reel.
Pick one concept and one angle per Reel, and make it yours. The lines are suggestions, not a script.
Concept 01 Β· Before & after
The change in your skin.
Angle APOV
FormatNo talking. Text on screen and music.
Hook- On screen: βPOV: you stopped covering your dark spots with makeupβ
- The before: a close-up of your dark spots or acne marks, in natural light and with no filter
- A close-up of the serum's texture
- Apply it to your whole face or to the areas with dark spots and pat it in
- The after: same light, same angle, more even skin with a glow
- Final shot: the product with its name.
Be honest about your results: no filters, no retouching and no editing of the before or after. Show your skin as it is; altered Reels don't take part in the challenge.
Reference videosAngle BSpoken story time
FormatTalk to the camera and share your experience, like a story.
Hook- βI've been using this serum on my dark spots for 14 days, here's everything.β
- You on camera, showing your dark spots or acne marks in natural light
- Tell your story: what bothered you and what you had tried before
- Show the texture and how you apply it
- Your day 7 or day 14 check-in, with the same light and angle
- Your honest opinion
- Final shot: the product with its name.
Already using the product? Say how long you've used it and show how your skin looks today. If you have before photos, use them as they are, unedited.
Say (examples)These are examples and ideas for reference. You don't need to say them word for word: tell it in your own words and style.
- βWhat bothered me most were these marks my acne left behind.β
- βI'm using the AXIS-Y Dark Spot Correcting Glow Serum, with 5% niacinamide.β
- βThis is my day 7 (or 14), and this is how my skin looks.β
βWant me to show you day 30?β
Reference videoFilm the before and every check-in with the same light, the same angle and no filters. That way your progress looks real.
Concept 02 Β· De-tan & dark spots
Tan, dark spots and uneven tone.
Explain, show and apply
FormatTalk to the camera or use text on screen, step by step.
Hook- βIf your tan lines and dark spots just won't fade, this is what nobody told you.β
- A close-up of your tan, dark spots or uneven tone in natural light
- Explain where they come from: daily sun, marks left by acne, heat and pollution
- Show the key ingredient on screen: 5% niacinamide
- Apply the serum and pat until absorbed
- Remind people to use sunscreen during the day
- Final shot: the product with its name.
These are examples and ideas for reference. You don't need to say them word for word: tell it in your own words and style.
- βTan and dark spots show up when skin produces more pigment, from the sun or after a breakout.β
- βNiacinamide helps even out skin tone and reduce the appearance of dark spots.β
- βI use the AXIS-Y Dark Spot Correcting Glow Serum: 5% niacinamide, squalane and sea buckthorn.β
- βAnd in the day, always sunscreen, or the spots come back.β
βSave this for your next routine.β
Reference videoTalk about how your skin looks, not what the serum βcuresβ. Don't say it removes or erases tan or dark spots: say it helps reduce their appearance.
Concept 03 Β· GRWM & texture
Get ready with me.
Your routine, with the serum as the star
FormatTalk while you get ready, or use text on screen with music.
Hook- βGet ready with me: glow editionβ
- Start with a fresh, clean face in natural light
- A close-up of the texture on your fingertip: light and fast-absorbing
- Apply it and pat it in; show how it sits under sunscreen and makeup
- Finish your look and show the glow up close
- Final shot: the product with its name and where to buy it.
These are examples and ideas for reference. You don't need to say them word for word: tell it in your own words and style.
- βThis is the first step in my routine, every single morning.β
- βLook at this texture, it doesn't feel heavy at all.β
- βIt's the AXIS-Y Dark Spot Correcting Glow Serum, and you can get it on Tira.β
βWould you add this to your routine?β
Keep the serum in focus and clearly visible. Show only AXIS-Y products in the Reel.
Before you post
30-second check.
Go through this list before every post. Each point decides whether your Reel counts.
- Both hashtags, spelled correctly: #axisyindia #GlowWithAxisY
- Say where to buy it: available on Tira (voiceover, text on screen or caption)
- No other brands in the Reel
- Posted between Dec 3 and Dec 25, 23:59 IST
- Every link sent with its Meta code. Posting is not enough
- One account only. A second account or name voids everything, not just the extra
Right after posting
Turn on your Partnership Ad code and send the link.
- On the Reel: Partnership label and ads β Allow brand partners to promote: on β Get code: on
- The code must stay active for 180 days. If it expires earlier, we can't use it
- Copy the code and send it with the Reel link in the submission form
- One code per Reel. Each Reel needs its own code
- If we promote a Reel, only its organic views count for rewards
The minimum is 3 Reels. Once you receive the product, post at least 3 Instagram Reels with the serum between Dec 3 and Dec 25. Each Reel needs its own Meta Partnership Ad code, active for 180 days.
That's it
Start whenever you're ready.
Your invitation includes the link to apply. Everything starts there.
#GlowWithAxisY Challenge
Dark spots Β· Tone Β· Glow Β· An AXIS-Y Instagram challenge in India
Closes Dec 25, 23:59 IST
Try it, film it and show us your glow.
We send you the Dark Spot Correcting Glow Serum, you post your experience and what you think of it, and you can earn for every Reel that meets the requirements. Need a starting point? Video ideas are ready for you.
Your skin climate
What your skin has been collecting.
Without you noticing, your skin tone has been collecting the effects of daily sun, tan, the marks acne leaves behind, heat and pollution.
The result: uneven, dull skin with dark spots that won't fade.
The product you'll film
Dark Spot Correcting Glow Serum
5% Niacinamide Β· Squalane Β· Sea Buckthorn Extract
5% Niacinamide
Fades the look of dark spots
Helps even out skin tone by targeting dark spots, acne marks and hyperpigmentation. 20% reduction in the appearance of dark spots after 4 weeks in clinical testing.
Squalane
Hydrates and supports the barrier
Deeply hydrates and supports the moisture barrier, with a light texture for daily use. 95% felt their skin was more hydrated.
Sea Buckthorn Extract
Brightens the tone
Adds radiance and helps reduce the appearance of dark spots. 18% more radiance and tone evenness, and 92% saw clearer-looking skin.
Based on clinical evaluation. Individual results may vary.
- Apply a small amount to the whole face or to specific areas.
- Pat gently until fully absorbed.
Filming it? The Video ideas show you how to use it on camera.
The Dark Spot Correcting Glow Serum is available on Tira. Mention it in every Reel so your followers know where to get it. No need to tag any account.
Rewards guide
Maximum total reward
Maximum per person, in USD. 4 ways to earn.
Glow Pro
Most total views3 winners, for the highest total organic views across their best 5 approved Reels. If 2 creators tie, the one with the higher engagement rate wins.
Glow Viral
Most views on one Reel3 winners, for the highest organic views on a single Reel. The Reel needs at least 100,000 organic views to qualify.
You can win one prize. If you rank for both, you keep Glow Viral and the next creator receives the Glow Pro spot.
Guaranteed, by number of Reels
| 3 Reels | $100 |
| 5 Reels | $150 |
Only the highest tier applies; they don't add up. Each Reel counts only with its Meta Partnership Ad code, active for 180 days. Maximum: $150 per person.
Guaranteed, by views on each Reel
| 10,000 views | $30 |
| 50,000 views | $80 |
| 100,000+ views | $150 |
Each Reel earns only its highest tier, and your best 3 Reels count, up to $450 in total. Artificially inflated views don't count. If we promote your Reel, only organic views count.
How the maximum per person adds up
| Glow Viral (or Glow Pro, up to $200; one prize per person) | up to $700 |
| Number of Reels | up to $150 |
| View rewards (best 3 Reels) | up to $450 |
| Maximum per person | $1,300 |
Every Reel needs its Meta Partnership Ad code, active for 180 days, sent with the link in the submission form. Reels without a valid code don't count for any reward.
How to join
How it works.
Steps 4 and 5 decide whether you take part. Get the hashtags exactly right, and send every link with its code.
Open your invitation
We invite creators by email or direct message. Open the link in your invitation and fill in the short form with your shipping details. Apply by Nov 23, 23:59 IST so your serum arrives in time.
Already have the serum? Start filming now. Not invited yet?
Read the guide
Check the Video ideas before you start. They also explain how to talk about a dark spot serum without overpromising.
Film your Reel
The Dark Spot Correcting Glow Serum is the star.
Post on Instagram
Post each Reel on Instagram with both hashtags, mention that it's available on Tira, and turn on a Meta Partnership Ad code valid for 180 days.
Important: changing your username during the campaign can void your participation, because we use it to verify your Reels and rewards. Reels must be posted between Dec 3 and Dec 25 to count.
Send your links
Add each link with its Meta code in the Submission form by Dec 25, 23:59 IST. Posting is not enough.
The minimum is 3 Reels. Once you receive the product, post at least 3 Instagram Reels with the serum between Dec 3 and Dec 25. Each Reel earns for its views, and with 3 or more you earn extra.
#axisyindia #GlowWithAxisY
What we need from every Reel
Keep in mind.
You take part whenβ¦
- You include both hashtags #axisyindia #GlowWithAxisY, spelled correctly
- Your Reel is fully dedicated to AXIS-Y, with no other brands
- You mention that the serum is available on Tira
- You post on Instagram within the campaign period
- You accepted your invitation and sent every link in the form
- Every Reel has its Meta Partnership Ad code turned on and sent to us (180 days)
You don't take part whenβ¦
- A hashtag has a typo, like #GlowWithAxisYY, or one is missing
- The Reel shows other brands or isn't dedicated to AXIS-Y
- The Reel is posted outside Dec 3 β Dec 25
- You posted but didn't send the link; posting is not enough
- The Meta code is missing, invalid or active for less than 180 days
- The same Reel is posted more than once; duplicates count only once
- You take part with more than one account, name or payment holder; duplicate participation voids all your rewards
Save the dates
Challenge timeline.
Six moments, from applying to getting paid.
-
1Apply by
Nov 13 β Nov 23
Applications
With the link in your invitation. Closes 23:59 IST.
-
2Open
Dec 3 β Dec 25
Campaign period
Post your Reels and send each link with its Meta code
- 3
-
4Views
Dec 28
Views counted
We record the organic views of every submitted Reel and verify them in our system
-
5Results
Dec 30
Rewards confirmed
By email to every participant
-
6Payment
Jan 5
Payment details
Rewarded creators send their bank details in the Google form we email them
All times are India Standard Time (IST). Dec 25, 23:59 IST is the final deadline and there will be no extensions, including for delivery delays. Every Reel needs its Meta Partnership Ad code, active for 180 days.
If you earn a reward
How payment works.
Views counted
On Dec 28 we record the organic views of every Reel you submitted. We verify views in our system, and we may ask you for an Instagram Insights screenshot; it must be real and unedited.
Rewards confirmed
We email you on Dec 30. Check your spam folder too.
Send your payment details
On Jan 5 we email you a Google form for your bank details for a USD bank transfer. We don't ask for payment details on this page. Check everything before you send it.
Your payment arrives
Payment is made within 30 days of receiving your complete bank details.
If you earn a reward, the form is the last step. Without it we can't pay you.
FAQ
In case you're wondering.
Taking part
Who can take part?
The challenge is invite-only. Creators who received an invitation from AXIS-Y, are Indian nationals residing in India, are 18 or older and have a public Instagram account can take part.
How are creators chosen?
By invitation. Invited creators apply with the link in their invitation by Nov 23, 23:59 IST.
Can I apply with more than one account?
No. Each creator applies once, with one account. Duplicate applications are removed.
How do I know if I'm in?
You'll get an email shortly after applying confirming whether you're in. Check your spam and junk folders too.
I wasn't invited. Can I take part?
This challenge is invite-only. Email us at ambassadors.in@axis-y.com with your full name and Instagram handle, and we'll keep you in mind for future campaigns.
Product
Is the product free? Do I keep it?
Yes. The Dark Spot Correcting Glow Serum is yours.
Where can my followers buy it?
On Tira. Mention it in every Reel; no need to tag any account.
What if the product arrives late or damaged?
Because of the challenge timeline, we can't extend the deadline or send replacements. Double-check your address when you apply.
Content
What do I need to post?
At least 3 Instagram Reels with the serum, posted between Dec 3 and Dec 25. The full guide is in Video ideas.
Can I post on other platforms?
This challenge is for Instagram Reels only. Only Reels sent through the submission form, with their Meta code, count.
Do I need to tag AXIS-Y or Tira?
No. Use the hashtags #axisyindia #GlowWithAxisY and mention that the serum is available on Tira.
How long must the Reels stay up?
All challenge Reels must stay public for 6 months. Deleting or archiving one earlier means no payment and no future AXIS-Y campaigns.
Ad codes and usage rights
What is a Meta Partnership Ad code?
It lets AXIS-Y promote your Reel from your account. On the Reel: Partnership label and ads β Allow brand partners to promote: on β Get code: on, then copy the code. It must stay active for 180 days.
How will AXIS-Y use my content?
For 180 days, AXIS-Y may use your challenge content in paid digital ads and on retail sites, such as the AXIS-Y online store and its retailers' product pages. It won't be used offline, such as in print, TV or physical stores.
Payments and prizes
How much can I earn?
Your best 3 Reels can each earn $30 to $150 for their views. With 3 or more Reels you also unlock $100β$150 guaranteed. Prizes add $700 (Glow Viral) or $200 (Glow Pro). You can earn up to $1,300 USD in total. See the Rewards guide.
What are Glow Viral and Glow Pro?
Glow Viral: the 3 creators with the most organic views on a single Reel, with a minimum of 100,000. Glow Pro: the 3 creators with the most total organic views across their best 5 approved Reels; ties go to the higher engagement rate. One creator can't win both: you keep Glow Viral and the next creator gets the Glow Pro spot.
Which views count?
Only organic views, per Reel, as recorded on Dec 28. We verify views in our system and may ask for a real, unedited Insights screenshot; an edited screenshot removes you from the challenge. Views from AXIS-Y promotions don't count.
When are rewards confirmed?
On Dec 30, by email.
When and how do I get paid?
By bank transfer in USD, within 30 days of receiving your complete bank details. We'll ask for them in a Google form on Jan 5.
What could stop my payment?
Not sending your links on time, sending altered screenshots, not providing a valid Meta code active for 180 days, or deleting a challenge Reel.
Contact
I have a question that isn't here.
Email us at ambassadors.in@axis-y.com with your full name and Instagram handle. We reply within 3 business days.
Every link counts
Submission form
Add each link by Dec 25, 23:59 IST. One Reel at a time, each with its Meta code. Use the same Instagram handle and email you applied with so everything stays in the same record.
One last thing
Not sure where to start?
We've prepared video ideas with hooks and shots. Use them as a guide and make them your own.