MARS Cosmetics has extended its ‘Living the MARS Life’ campaign beyond digital platforms with experiential activations across Mumbai and Delhi, bringing the brand’s mascot and messaging directly into consumers’ everyday spaces.
In Mumbai, MARSIE, the brand’s mascot, took to the streets in a branded cab for three days, covering popular locations including Marine Drive and the Sea Link while interacting with consumers along the way.
Suramya Patsaria, marketing manager at MARS Cosmetics, said the campaign is built around turning everyday moments into experiences that feel personal, and that MARSIE’s on-ground presence was designed to let people engage with the idea beyond the screen.
In Delhi, MARS partnered with popular ice cream brand Giani’s for a branded canter that travelled across parts of the city, blending the two brands through an interactive, on-ground consumer activation.
Tanya Rashi, marketing manager at MARS Cosmetics, said the collaboration with Giani’s was aimed at weaving ‘Living the MARS Life’ into a familiar, everyday moment, with the canter offering a playful format to bring the two brands together and create an experience consumers could genuinely enjoy.
The activations mark a shift for MARS Cosmetics toward more experiential, on-ground engagement, complementing its digital-first campaign approach and giving the brand a tangible, interactive presence in two of its key urban markets.
