MARS Cosmetics Takes Its Mascot Out In A Mumbai Cab
MARS Cosmetics has taken ‘Living the MARS Life’ off screens and onto the street, running experiential activations across Mumbai and Delhi.
- In Mumbai, MARSIE, the brand’s official mascot, travelled the city in a specially branded cab for three days
- Route took in Marine Drive and the Sea Link, meeting consumers along the way
- In Delhi, MARS partnered with ice cream brand Giani’s for a travelling canter
- Company leads: Suramya Patsaria and Tanya Rashi, marketing managers at MARS Cosmetics
Why Living The MARS Life Left The Feed
Suramya Patsaria said the campaign is about turning everyday moments into experiences that feel uniquely yours, and that MARSIE was sent onto Mumbai’s streets to let people experience it beyond the screen.
There is a neat internal logic there that most experiential extensions lack. A campaign promising moments of your own is difficult to prove in a thirty-second film, because a film is the same moment delivered to everyone. A mascot in a cab on Marine Drive produces a different encounter for every person it meets, which is the claim being demonstrated rather than stated.
The Delhi Half Borrows Someone Else’s Occasion
Tanya Rashi said pairing with Giani’s, one of India’s most loved ice cream brands, brought the idea into a familiar everyday moment, with the canter giving the two brands a way to create something consumers could enjoy together.
Beauty and ice cream share no category logic whatsoever, and that is precisely why it works as an activation. A cosmetics brand parked outside a cosmetics counter reaches people already shopping for cosmetics. One arriving with dessert reaches people who were not thinking about it at all.
Three Days And A Canter
The two activations are framed as moving beyond communicating a campaign towards creating moments people can participate in and remember.
Worth keeping the scale honest: this is a three-day cab run and a travelling canter, not a national tour. The interesting part is not the reach but the discipline of building the activation out of the campaign’s own idea rather than bolting an event onto it.
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