Maybelline New York, in collaboration with Posterscope India, made a bold mark on the beauty landscape with the launch of its Super Stay Teddy Tint – Nude Drop collection. Featuring 11 exclusive shades, the campaign blended emotion, relevance, and digital storytelling to create an unforgettable CGI-led moment across Mumbai.
Executed by Posterscope, the Out-of-Home (OOH) specialist from dentsu India, the activation brought the product’s soft-yet-bold personality to life through a digital-first strategy. The striking CGI visuals showcased Maybelline’s commitment to innovation, reimagining how product launches can come alive in a city’s cultural fabric.
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Mumbai was chosen as the launchpad for its emotional resonance and nostalgic energy. The creative leaned into the legacy of the city’s iconic Dabbawalas – everyday heroes who represent trust, tradition, and local pride – aligning them with the comfort and relatability of the globally loved Teddy Tint range. The CGI execution, which took seven days, culminated in a high-impact digital moment that seamlessly brought together technology, beauty, and culture.
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.”
