Maxus ESP, the content practice arm of Maxus, has devised a 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 has been roped in as the presenting sponsor of the show, ‘Dosti…Yariyaan…Manmarzian’, on Star Plus. The show recognises the change in Indian society, reflecting the slow acceptance of every girl’s freedom to choose what her heart desires.
Commenting on the campaign Shailja Saraswati, Regional Director – Content (South East Asia & South Asia), Maxus ESP, said, “This is a landmark association purely from thought to execution. Firstly, there is a brand connect with the lead protagonist, who epitomises 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.
Pooja Sahgal from Maybelline New York termed this collaboration “a first at many levels”. She added, “This is a very systematic, well integrated content fit that communicates the essence of Maybelline New York and helps build the joy of makeup. 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.”
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 (of the show ‘Manmarzian’), 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 part of the comprehensive 360-degree campaign, this partnership will be distributed and amplified on digital and other mediums, besides television, making the campaign reach effectively to its stakeholders across the consumer journey.
