Maxus ESP crafts content marketing campaign for Maybelline on Star Plus


Did you know that most of the decisions in our daily life are based on emotions and are controlled by the brain? For a brand to speak to its viewers emotionally is a challenge. If accomplished, it can no doubt build a lasting relationship for long term gains. Choosing to take this route is the global brand Maybelline New York, courtesy Maxus ESP - the content practice arm of media company, Maxus. The team devised media agnostic content marketing strategy, using a television show sponsorship to bring out the values of Maybelline New York and fuel growth.

Maybelline New York was roped in as the presenting sponsor of the show ‘Dosti...Yariyaan...Manmarzian’ on Star Plus. The show recognizes the change in Indian society, reflecting the slow acceptance of every girl’s freedom to choose what her heart desires.

Radhika who belongs to a middle class family wants to find her true calling and explore the different options that life offers to her. Though accepting of the fact that someday she will do as her parents expect, for now she wants more in life. Samaira is an independent working girl with a mind of her own and lives life on her own terms. She wants to move out of the shadow of her parents and create her own unique identity. The show explores the friendship of these two girls who challenge and inspire one another at every step of the way to go beyond the ordinary, move out of their comfort zones to discover themselves and find their true calling in life.

Talking about the campaign Shailja Saraswati, Regional Director- Content (South East Asia & South Asia), Maxus ESP says, "At Maxus we believe in creating powerful content and messages for our partner brands and this is a landmark association purely from thought to execution. Firstly there is a brand connect with the lead protagonist who epitomizes the brand’s philosophy as an independent, expressive and fun loving spirit. She wants to follow her dreams and her character graph on the show encapsulates the perfect Maybelline girl. Secondly there is seamless brand integration within the story line. It revolves around an advertising agency within the show that has to work on a big product launch of Maybelline New York.  

Through active and passive product integrations, a range of products will be made visible as well as the joy of makeup will be made evident. Since the show is about female characters these product integrations do not come as a force fit and in fact seem inevitable. For the first time ever viewers will be able to witness relatable characters facing common conflicts and these being resolved through the life of lead protagonists. Designing such a content campaign for Maybelline New York was a journey by itself and they continue remaining our esteemed clients with whom we share a fruitful partnership." she added.

Pooja Sahgal from Maybelline New York says “Maybelline New York is the No I Make up brand. This collaboration is a first at many levels.  This is a very systematic, well integrated content fit that communicates the essence of Maybelline New York and helps build the joy of makeup. Thus by taking this exciting step, it will be setting a benchmark in integrated and seamless brand integration. We thank our partners Star Plus and Maxus ESP for this association and look forward to such content collaborations. It not only delivers key messaging specific to Maybelline New York but also amplifies it through a powerful platform such as this. It is a unique association and we are keen and excited to see the outcome"

A Star Plus spokesperson said “Star Plus as a brand stands for progressive thinking. An important aspect of this is our belief that women are equal to men and deserve the same opportunities to fulfill their dreams. Our protagonists, Radhika and Samaira are two young independent minded women whose dreams, fears, anxieties and aspirations are a reflection of today’s times. We believe that their journey through the show will be both relatable and inspirational and that the show will resonate with young women across the country. We are happy to have Maybelline New York coming on board and look forward to partnering with them." 

As a part of the comprehensive 360 degree campaign, this partnership besides television will be distributed and amplified on digital and other mediums making the campaign reach effectively to its stakeholders across the consumer journey.

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Cosmetic Maybelline television

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