Maybelline New York has launched Super Stay Vinyl Ink Mithai, its first India-exclusive limited-edition collection, timed for the festive season. The 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 and follows festive moments, from getting ready to meeting loved ones and moving between celebrations. Social content with Advani extends it, alongside creators Leisha Patidar, Rida Tharana, Ishani Mitra and Ambika Nayak (Kayan), each representing a regional take on festive beauty. The brand has also partnered with mithai house Saffron & Mishri.
Advani said the joy of Indian festivities is that there is never just one celebration, but a whole season of dressing up and indulging in mithai. Maya Aramouni, general manager, Maybelline New York India, said the brand wanted to go beyond a seasonal edit and celebrate the many ways India experiences the festive calendar.
The ‘Maybelline New York Festive Express’ took the campaign to three cities. Kolkata hosted a ‘Maybe It’s My Stage’ concert with Temsu Clover, drawing on Pujo celebrations. Delhi saw a Diwali event headlined by Rashmeet Kaur. In Mumbai, campaign visuals were projection-mapped onto the Asiatic Society of Mumbai. Saffron & Mishri founder Gunjan Srivastava said the collaboration brings extra sweetness to the season.
