Maybelline New York India adds Bollywood drama with digital campaign #SwipeToSpice

MUMBAI: To drive engagements around the recently launched Baby Lips Spiced Up range, Maybelline New York India has launched the #SwipeToSpice campaign. The campaign is conceptualised and executed by digital marketing agency- FoxyMoron.


With the #SwipeToSpice campaign, Maybelline New York India is asking girls to Swipe with Baby Lips Spiced Up and then spice it up with their favourite Bollywood dialogues. The campaign launched with an exciting video, invites girls to share their ‘Spiced up’ videos via different social media platforms. 


Maybelline New York India is also leveraging Whatsapp to invite entries. The campaign will be promoted across Facebook, Twitter, YouTube and Instagram. Key influencers and bloggers will also send in their entries and encourage their followers as well.


At the end of the campaign, a crowd-sourced video will be created by compiling all the spiced up videos sent by the fans. 


On the new campaign, Maybelline New York India general manager – marketing Pooja Sahgal commented, “Maybelline is a brand known for unique ways of engaging its powerful online community. With the launch of Baby Lips Spiced Up, an exclusive range created for Indian skin tones, we decided to engage fans with something all Indians love and can relate to – Bollywood. With a community like ours, we're sure to make this as one of our most engaging campaigns for the brand.”


FoxyMoron co-founder and director - media operations Suveer Bajaj said, “The new Baby Lips Spiced Up proposition is especially created to suit the Indian skin tone and appeals to the Indi pop generation. Taking this into account, we integrated a Bollywood element to the #SwipeToSpice campaign, as it goes well with the fans. The message is simple- swipe the new Baby Lips Spiced Up to add the spice of Bollywood in your life.”

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