Maybelline India launches digital campaign #SwipeToSpice

The campaign will promote its new range of Baby Lips lip balm, called Spiced Up.

Maybelline India has followed up the launch of three new variants of its popular lip balm Baby Lips, with a digital campaign called #SwipeToSpice. The campaign, executed by digital marketing agency Foxymoron, will promote the product on all social media platforms. Actor Alia Bhatt has also recently come on board as the brand ambassador.

The campaign, infused with Bollywood drama, will invite people to put on the lip balm and deliver Bollywood dialogues on platforms like YouTube, Facebook, Twitter and Instagram. While winners of the contest will receive hampers, a crowdsourced video will be created out of these contributions, to be used for online promotions.

The three new variants that have been introduced in the 'Spiced Up' range are Spicy Cinnamon, Berry Sherbet and Tropical Punch, each priced at Rs. 175.

Commenting on the new campaign, Pooja Sahgal, general manager, marketing, Maybelline New York India, says, "With the launch of Baby Lips Spiced Up, 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 one of our most engaging campaigns for the brand."

Suveer Bajaj, co-founder & director, media operations, FoxyMoron, adds, "The new Baby Lips Spiced Up proposition appeals to the Indi-pop generation. Taking this into account, we integrated a Bollywood element to the 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."

FoxyMoron is a digital marketing and media solutions agency, established in 2008. The agency's clientele includes Ariel India, L'Oreal India Group, Castrol India, Rajasthan Royals, Zee Cinema, &TV and World Wide Media Group, among others.