The India-exclusive Super Stay Vinyl Ink collection features five lipstick shades inspired by Indian sweets, alongside a campaign spanning creators, brand partnerships and city activations.
Maybelline New York has launched its first India-exclusive festive collection, Super Stay Vinyl Ink Mithai. The limited-edition range features five lipstick shades inspired by Indian sweets: Berry Barfi, Cherry Ras, Rose Rabdi, Gulabi Dusk and Nutty Halwa.
The campaign stars brand ambassador Kiara Advani. It captures familiar festive moments, from getting ready and meeting friends and family to attending multiple celebrations. Through this everyday festive setting, the brand connects its new collection with the season’s busy social calendar.
Kiara Advani Leads Maybelline’s Festive Campaign
The campaign also features social media content with Advani. In addition, Maybelline New York has brought its creator community into the campaign, with Leisha Patidar, Rida Tharana, Ishani Mitra and Ambika Nayak, known as Kayan, among the participants.
Each creator represents a different regional approach to festive beauty. This adds local perspectives to the campaign while keeping the focus on makeup for India’s varied celebrations.
Advani said the campaign reflects the many occasions that make up the Indian festive season, from dressing up and meeting loved ones to enjoying mithai. She also spoke about bringing that energy into the campaign and connecting it with the collection’s sweet-inspired shades.
The actor added that the Super Stay Vinyl Ink Mithai Collection captures the festive spirit through shades inspired by familiar Indian sweets. She also highlighted the need for lipstick that can keep up with a packed calendar of celebrations.
Saffron & Mishri Brings the Mithai Connection to Life
Maybelline New York has partnered with contemporary mithai house Saffron & Mishri for the collection. The collaboration extends the mithai theme beyond the lipstick shades and into the wider festive campaign.
Gunjan Srivastava, founder of Saffron & Mishri, said mithai remains central to Indian celebrations. She explained that the brand combines global tastes and techniques with familiar Indian flavours to create products that feel both familiar and unexpected.
Srivastava also described the collaboration as an opportunity to bring mithai into beauty. She said the partnership aims to add a little extra sweetness to festive celebrations through the limited-edition collection.
Festive Express Takes the Campaign to Three Cities
Beyond social media, Maybelline New York has taken the campaign to Kolkata, Delhi and Mumbai through its Maybelline New York Festive Express initiative. Each city activation draws on a different local celebration or cultural setting.
In Kolkata, the brand connected with the city’s Pujo celebrations through a Maybe It’s My Stage concert featuring artist Temsu Clover. Meanwhile, Delhi hosted a Diwali event headlined by singer Rashmeet Kaur.
In Mumbai, the brand used projection mapping at the Asiatic Society of Mumbai. The activation projected campaign visuals onto the landmark, bringing the festive communication into a public city setting.
Together, these activities extend the campaign beyond the product launch. They connect the collection with regional festivities through music, public installations and local cultural moments.
Maybelline Positions Its First India-Exclusive Festive Range
Maya Aramouni, general manager, Maybelline New York India, said the brand wanted its first festive collection for India to celebrate the different ways people experience the season. She noted that the festive calendar often brings back-to-back plans and occasions that call for makeup that lasts.
Aramouni also pointed to the collection’s mithai-inspired shades, Advani’s role and the creator community as key parts of the campaign. Together, these elements bring product innovation and cultural relevance into a festive beauty offering designed for the season’s many celebrations.
With Super Stay Vinyl Ink Mithai, Maybelline New York combines a limited-edition lipstick range with celebrity-led storytelling, creator content, a mithai partnership and activations across three cities. The campaign places Indian festive traditions at the centre of the brand’s seasonal beauty communication.
