MARS Cosmetics brings its “Living the MARS Life” campaign offline with a branded cab in Mumbai and a MARS x Giani’s canter in Delhi, turning everyday city moments into consumer experiences
MARS Cosmetics is taking its “Living the MARS Life” campaign beyond digital screens and into the streets of Mumbai and Delhi, creating experiential activations designed to bring consumers closer to the brand in their everyday environments.
In Mumbai, MARSIE, the official MARS Cosmetics mascot, took to the city’s roads in a specially branded cab for three days. The activation travelled across prominent locations, including Marine Drive and the Sea Link, allowing MARSIE to interact with consumers and become part of the city’s everyday landscape.
The Mumbai activation is built around the idea that “Living the MARS Life” is about discovering and enjoying moments that feel personal and individual. By putting its mascot on the road, MARS sought to translate that campaign thought into a physical consumer experience.
Suramya Patsaria, Marketing Manager, MARS Cosmetics, said, “Living the MARS Life is about turning everyday moments into experiences that feel uniquely yours. With MARSIE, we wanted to bring that idea to life on Mumbai’s streets and let people experience the campaign beyond the screen.”
MARS Partners With Giani’s In Delhi
In Delhi, MARS Cosmetics partnered with Giani’s to bring the campaign into another familiar consumer setting. The MARS x Giani’s canter travelled across parts of the capital, bringing together beauty, indulgence and everyday city life while engaging directly with consumers.
Tanya Rashi, Marketing Manager, MARS Cosmetics, said, “With Giani’s, one of India’s most loved ice cream brands, we wanted to bring Living the MARS Life into a familiar everyday moment. The canter gave us a fun way to bring two brands together and create an experience that consumers could enjoy and engage with.”
From Campaign Communication To Consumer Experience
The Mumbai and Delhi activations form part of MARS Cosmetics’ wider effort to take “Living the MARS Life” beyond traditional campaign communication and create experiences that consumers can participate in and remember.
By using high-footfall city environments and familiar everyday moments, the brand is seeking to make its campaign more experiential while strengthening direct consumer engagement.
MARS Cosmetics is among India’s growing colour cosmetics brands, with a focus on accessible, high-performance beauty products. The brand continues to expand its portfolio while using culturally relevant campaigns and consumer-led experiences to engage a new generation of beauty consumers.
