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.

17th December 2025, New Delhi : MARS Cosmetics has set a new benchmark for beauty storytelling in India with the extraordinary launch of its latest innovation, Cloud Kiss Soft-Matte Lipstick. In a first-of-its-kind moment for the Indian beauty industry, the brand unveiled the product through a breathtaking sunrise hot air balloon proposal, blending romance, spectacle, and creativity into one unforgettable experience.

The launch campaign was designed to personify how cloud-soft its formula is and has been created as a “dream scenario in reality.” The launch took place at dawn, and a couple boarded a hot air balloon branded with MARS and pastel colors against a backdrop of cloud formations. The hot air balloon glided through the golden sky of dawn, and a proposal took place in mid-air, which marked the launch of “Cloud Kiss.”

During the proposal, the bride-to-be was presented with the Cloud Kiss lipstick, symbolizing love, tenderness, and a promise as soft as the product itself. The stunt marked India’s first beauty reveal through a live proposal, showcasing MARS Cosmetics’ ability to turn personal stories into powerful brand moments.

Speaking on this exceptional launch, Tanya Rashi, Marketing Manager, shared, “‘Cloud Kiss’ is more than a simple product launch since it signifies our goal to develop products with balance and harmony between their comfort features and functional efficiency. Launching the product by way of a proposal at sky-high levels expressed their focus on the innovation and creativity of our brand.”

All of this was captured using aerial photography from drones and aerial filming, giving it an elaborate visual that not only connects to the romantic nature of this moment but also conveys the sophistication that comes with the new lipstick. These visuals will be used for the development of the next promotional campaign for this brand, conceptualizing Cloud Kiss as a lipstick that feels no less than this romantic unveiling.

With the new release, MARS Cosmetics continues to break the boundaries of innovation as it turns the unveiling of cosmetic products into an event that touches the targeted customers. Cloud Kiss Soft-Matte Lipstick will soon be sold through the brand outlets in India.