MARS Cosmetics is taking its ‘Living the MARS Life’ campaign beyond digital, bringing the brand’s playful identity to life through experiential activations across Mumbai and Delhi.
In Mumbai, MARSIE, the brand’s mascot, hit the streets in a branded cab for three days, travelling across popular city spots including Marine Drive and the Sea Link while interacting with consumers along the way.
“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,” said Suramya Patsaria, Marketing Manager, MARS Cosmetics.
The campaign then made its way to Delhi, where MARS partnered with Giani’s for a branded canter that travelled across the city, bringing both brands together for an on-ground consumer experience.
“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,” said Tanya Rashi, Marketing Manager, MARS Cosmetics.
Through the city activations, MARS is extending ‘Living the MARS Life’ into real-world consumer moments, using mobility, mascots and brand collaborations to make the campaign part of everyday city life.
