The Super Stay Vinyl Ink Mithai collection features five shades: Berry Barfi, Cherry Ras, Rose Rabdi, Gulabi Dusk and Nutty Halwa. Inspired by the sweets associated with Indian festivities, the range brings together mithai-inspired colours and a formula designed to deliver lasting shine through the festive season.
At the centre of the campaign is Maybelline New York brand ambassador Kiara Advani, who highlights the everyday moments that define festive celebrations, from dressing up and meeting friends and family to enjoying mithai and moving between multiple events.
The campaign also includes slice-of-life moments featuring Kiara across social media. The brand has released a campaign film on YouTube, bringing the festive collection and its inspiration to audiences.
With its mithai-inspired shades and Super Stay Vinyl Ink formula, the collection is positioned for a festive season filled with back-to-back plans and celebrations, where consumers look for makeup that can keep pace with their schedules.
The campaign also features the Maybelline New York creator community, including Leisha Patidar, Rida Tharana, Ishani Mitra and Ambika Nayak (Kayan). Representing different cities across India, the creators bring their regional perspectives to festive beauty through distinct looks, personalities and ways of celebrating, reflecting the variety of approaches to festive glamour.
Kiara Advani said, “I think what I love most about Indian festivities is that there’s never just one celebration. It’s a whole season of dressing up, getting ready, meeting people you love, eating far too much mithai and making plans on the go. I had so much fun bringing that energy into this campaign, especially because it celebrates these little moments that make the festive season feel so special. And I love that the Super Stay Vinyl Ink Mithai Collection brings that same festive spirit to beauty, with shades inspired by some of our favourite mithais and a lipstick that can keep up with all those never-ending celebrations.”
Extending the mithai theme beyond beauty, Maybelline New York has partnered with Saffron & Mishri, a contemporary luxury mithai house known for reimagining Indian craftsmanship through unexpected flavours and artistic expression.
Gunjan Srivastava, Founder of Saffron & Mishri, said, “Mithai is at the heart of every Indian celebration, and at Saffron & Mishri we love reimagining it with unexpected flavours and artistry. We look at global tastes and techniques and blend them with the Indian flavours we grew up with, so every piece feels familiar and surprising at the same time. Collaborating with Maybelline New York to bring mithai into beauty has been a joy, and we hope every limited-edition set brings a little extra sweetness to the season's celebrations.”
Alongside the product launch, Maybelline New York is bringing its festive campaign to consumers through the Maybelline New York Festive Express, an initiative celebrating the movement of India’s festive season across cities. The campaign reflects a period marked by multiple occasions, packed schedules, hosting, getting ready and travelling between celebrations.
The Festive Express follows the cultural traditions, music, food and festivities that distinguish cities across India. In Kolkata, the campaign drew inspiration from pandal hopping during Pujo and began with a Pujo-themed “Maybe It’s My Stage” concert featuring artist Temsu Clover.
The campaign then moved to Delhi, where singer Rashmeet Kaur headlined a Diwali celebration highlighting the city’s distinctive festive character.
In Mumbai, Maybelline New York brought the campaign to the iconic Asiatic Society of Mumbai. Through large-scale projection mapping, the historic landmark was transformed into a canvas showcasing the brand’s festive colours, energy and identity. The company said it became the first beauty brand to bring projection mapping to the iconic Asiatic Society.
The activation brought the campaign beyond digital screens and into Mumbai’s public spaces, combining the landmark’s heritage setting with the festive season’s celebrations. The Mumbai event marked another stop in the Festive Express initiative, which aims to connect the brand with consumers in the places and moments where they celebrate.
Maya Aramouni, General Manager, Maybelline New York India, said, “With our first-ever festive collection for India, we wanted to create more than a seasonal beauty edit – we wanted to celebrate the many ways India experiences and expresses the festive season. The festive calendar is packed, with back-to-back plans, celebrations and moments that call for makeup that can keep up. From our mithai-inspired Super Stay Vinyl Ink shades to the campaign led by Kiara Advani and our creator community, the campaign brings together product innovation, cultural relevance and beauty designed to go the distance through every festive moment.”
Maybelline New York said it would continue introducing experiences throughout the festive season. The campaign combines the India-exclusive lipstick collection, celebrity-led storytelling, creator participation, a mithai collaboration and city-based activations to connect beauty with the country’s varied festive traditions.
The campaign’s message, “Maybe it’s festive. Maybe it’s Maybelline,” captures the brand’s approach to combining festive beauty with the cultural experiences surrounding celebrations across India.
Maybelline New York is the number one cosmetic brand in the world and is available in over 120 countries. Combining technologically advanced formulas with on-trend expertise and New York City edge, the brand aims to offer innovative, accessible and effortless cosmetics for all.
In 2020, Maybelline introduced Brave Together, a long-term programme supporting anxiety and depression worldwide. The initiative provides critical one-on-one support, an online education hub and a range of programmes intended to destigmatise conversations around mental health. It has also committed to donating $10 million over the next five years to global and local organisations.
For more information, consumers can visit maybelline.co.in or www.maybelline.com/bravetogether.com.
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