MUMBAI, INDIA – Maybelline New York, in partnership with Posterscope India, has redefined the traditional product launch with a bold, digitally immersive campaign for the launch of its new Super Stay Teddy Tint – Nude Drop collection. Featuring 11 exclusive shades, the initiative marries digital innovation with cultural storytelling, making a powerful statement across Mumbai’s cityscape through a hyperreal CGI activation.
Executed by Posterscope, the Out of Home (OOH) agency from dentsu India, the campaign was meticulously crafted to bring out the soft-yet-bold essence of the Teddy Tint range. Leveraging cutting edge CGI, the visuals not only introduced the product but also elevated the brand’s emotional resonance with consumers in a dynamic, urban environment.
Mumbai was chosen as the heart of the activation for its emotional gravitas and deep-rooted nostalgia. The creative concept drew inspiration from the city’s iconic Dabbawalas – everyday heroes known for their reliability, dedication and cultural significance. By integrating this local symbol of trust and warmth, Maybelline positioned the Teddy Tint collection as a product that embodies both global allure and local connection.
The execution, which took seven days of detailed CGI work, resulted in a visually arresting campaign that blended technology and tradition into a single, compelling narrative.
Imtiyaz Vilatra, CEO, Posterscope India said, “This campaign was built on insight-led storytelling that connects emotionally and visually. CGI gave us the flexibility to craft an experience that felt both imaginative and rooted in local emotion. Bringing together a global beauty icon and an everyday Mumbai symbol allowed us to tell a story that was personal, timely, and unforgettable.”
