
Campaign blends digital innovation and local emotion by featuring Mumbai’s iconic Dabbawalas in hyperreal CGI storytelling
Mumbai, 10th July 2025: Maybelline New York, in collaboration with Posterscope India, has launched its latest Super Stay Teddy Tint – Nude Drop collection with a visually stunning CGI-led campaign that redefines how beauty products are introduced to urban audiences. The Out-of-Home (OOH) activation, executed by Posterscope — dentsu India’s OOH specialist — introduced 11 exclusive shades through an immersive digital-first approach across Mumbai.

The campaign’s creative direction blended technology with cultural emotion by featuring the city’s legendary Dabbawalas — symbols of trust, tradition, and local pride. The hyperreal CGI visuals were designed to reflect the soft-yet-bold personality of the Teddy Tint range, creating a compelling contrast that resonates with both global brand identity and local sentiment.

“Mumbai was selected for its emotional depth and nostalgic charm,” said Imtiyaz Vilatra, CEO, Posterscope India. “Our strategy focused on connecting emotionally and visually. Using CGI gave us the freedom to craft a campaign that was imaginative yet deeply rooted in Mumbai’s cultural ethos. Bringing together a global beauty brand and an everyday local hero helped us deliver a narrative that was authentic, timely, and memorable.”

The CGI execution took seven days to complete and culminated in an impactful moment that merged digital artistry with real-world relevance — a hallmark of Maybelline’s approach to modern beauty marketing.
This campaign not only highlights Maybelline’s continued commitment to innovation in the beauty space but also signals a broader shift toward culturally contextual, emotionally resonant storytelling in brand activations.
Here is the link to the campaign: