MARS Cosmetics is taking its “Living the MARS Life” campaign beyond screens and into the streets, creating experiences that allow consumers to encounter the campaign in their everyday lives.

In Mumbai, MARSIE, the official MARS Cosmetics mascot, took to the city’s roads in a specially branded cab for three days, travelling across iconic locations including Marine Drive and the Sea Link, meeting consumers and becoming part of the city itself. The idea was simple: if Living the MARS Life is about finding moments that are entirely your own, MARSIE should get out and live them too. 

Suramya Patsaria, Marketing Manager, MARS Cosmetics, said, “Living the MARS Life is about turning everyday moments into experiences that feel uniquely yours. With MARSIE, we wanted to bring that idea to life on Mumbai’s streets and let people experience the campaign beyond the screen.” 

In Delhi, MARS partnered with Giani’s to bring the campaign into another everyday consumer moment. The MARS x Giani’s canter travelled across parts of Delhi, creating an unexpected intersection of beauty, indulgence and everyday city life while engaging directly with consumers.

Tanya Rashi, Marketing Manager, MARS Cosmetics, said, “With Giani’s, one of India’s most loved ice cream brands, we wanted to bring Living the MARS Life into a familiar everyday moment. The canter gave us a fun way to bring two brands together and create an experience that consumers could enjoy and engage with.” 

Together, the two experiences reflect MARS’ larger ambition with Living the MARS Life: to move beyond communicating a campaign and create moments that people can experience, participate in and remember.