MARS Cosmetics is taking its ‘Living the MARS Life’ campaign beyond digital platforms and into everyday consumer spaces.
In Mumbai, MARSIE, the brand’s mascot, travelled around the city in a specially branded cab for three days, passing through locations such as Marine Drive and the Sea Link. The activation brought the campaign into the city’s daily rhythm, with MARSIE interacting with consumers along the way.
In Delhi, MARS took a different approach by partnering with Giani’s. A MARS x Giani’s canter travelled across the city, bringing together beauty and an everyday indulgence while creating opportunities for consumers to interact with the campaign offline.
Both activations are built around the same idea behind Living the MARS Life: taking the campaign out of traditional media and creating physical experiences that consumers can encounter in their 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.”
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.”
