MARS Cosmetics is taking its ‘Living the MARS Life’ campaign beyond digital screens with a series of on-ground experiences across Mumbai and Delhi.
In Mumbai, MARSIE, the brand’s official mascot, travelled around the city in a specially branded cab for three days, making stops at locations including Marine Drive and the Sea Link. The activation was designed to bring the campaign’s message of finding moments that feel uniquely personal into consumers’ everyday surroundings.
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.”
In Delhi, MARS teamed up with Giani’s for a branded canter that travelled across parts of the city, combining beauty and indulgence 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.”
Together, the activations reflect MARS Cosmetics’ effort to turn ‘Living the MARS Life’ from a campaign message into experiences consumers can encounter, participate in and remember.
