Brand gets on-screen presence through product placements and promotional tie-ins
Beauty brand Colors Queen Cosmetics has entered mainstream Bollywood marketing through a partnership with the newly released comedy film Masti 4, marking its first full-scale integration in a commercial Hindi movie. The company said it worked with the film’s makers on on-screen placements and promotional activities linked to the release. The movie features the actresses using several of the brand’s products, including the Sheer Lip Tint, Color Stay Non-Transfer Lipstick and Totally Matte Non-Transfer Lipstick, which appear in vanity scenes and close-up sequences.
According to the company, the collaboration was aligned with the film’s tone and cast. “We are thrilled to collaborate with Masti 4, a film that echoes the colorful, playful and expressive spirit that defines Colors Queen. Seeing our products seamlessly blend into the movie’s lively narrative has been incredibly rewarding. This association elevates our vision of making high-quality, trend-driven beauty accessible to everyone. Masti 4 was the perfect fit for a Bollywood collaboration, and it marks only the beginning of many exciting partnerships ahead”, said Nitin Panjwani, Co-founder, Colors Queen Cosmetics.
Colors Queen said the tie-up also extended beyond the film through digital marketing, on-ground events and influencer-led content. Activities included social media reels, selective trailer visibility, premiere-night branding and behind-the-scenes integrations.
The company previously served as the beauty partner for the Raabta event featuring actor Kangana Ranaut and said that experience encouraged it to take on a larger entertainment collaboration.
Colors Queen said the association with Masti 4 is aimed at strengthening its presence in cultural and entertainment-led marketing as it seeks to position its products as accessible and aspirational to mass audiences.
