MAC Cosmetic’s First Bollywood Collaboration With Disha Patani Managed By Toast Events

Marketing | May 9, 2019 | News

Toast Events Disha Patani

MAC Cosmetics India announced its collaboration with Disha Patani for the launch of MAC Shades of Disha Patani limited edition collection. This collection was about celebrating girls and celebrating women. MAC worked closely with Disha to ensure that the three selected lipsticks were true to her three characteristics showcasing sweet, sexy and strong. Disha curated this collection based on her three different personas.

Toast Events was awarded the mandate to bring this launch event to life for media and consumers in Mumbai & Delhi and ensure that the event looked chic, dramatic and luxurious. Toast Events designed and developed the media and consumer launch event for the brand keeping in mind specific touch points that not only generated curiosity for the product but also drive engagement with the brand, the new collection and develop sharable content. Mumbai saw a very compact setup and was an invite based event, whereas Delhi was consumer based event.

Vipul Baradia, Client Servicing, Toast Events said, “This event was interesting for us keeping in mind how we had to play with limited space and yet create a larger than life experience for the brand. Considering the mall space, we had taken a linear approach in designing the event for Mumbai and different zones for Delhi. The entire setup was divided into 3 parts, Media Wall for the photo-op, experience zone which involved customised lip shade booths and product zone for customers to try the new collection, and the 3rd part was the event area, which was an exclusive area for Bloggers and media to interact with Disha in Mumbai, whereas Delhi focused on consumers engaging in games at the product zone and winning discounts along with interacting with Disha on the stage. The brand team had shot 3 unique visuals that depicted the 3 shades they wanted to push as the 3 moods of Disha Patani – Sweet, Sexy and Strong. We reiterated the key elements of this renewed packaging through the design and production of the event, giving an opportunity for media, influencers, customers, and Disha herself to generate enough sharable content at the event.”

Nilesh Gurav, Director, Toast Events said, “Working on the MAC event was fabulous. The venues we worked with were the atrium of Palladium, Lower Parel and DLF Mall of India, Noida and they had some strict guidelines to follow. Luxury mall spaces are very particular about the look and feel of the event and we at TOAST Events always believe in delivering quality and flawless event experience. The entire space was designed keeping in mind that no other brands face any issues while the event. Depicting the exact same visual from the campaign was challenging but at the same time it was creative which we pulled off successfully.”

Thejaswaroop, Creative, Toast Events said, “Given the lipstick shades and unique packaging designed by Disha, the idea from our end was to bring the same elements to life for the event to create strong recall for the collection in consumer minds. Using the three lipstick colours, on different mediums to showcase each personality gave us the opportunity to play with 3D and 2D elements. Recreating the MAC lipstick from scratch for a full-sized mock-up was fun, while we used foam flowers, leather, sequins and a variety of materials to bring all our designs to life.”

The event saw more than 700+ consumers, 80 publications, photographers, bloggers, and influencers in Mumbai and 5000+ consumers in Delhi coming together to launch the brand’s first ever Bollywood collaborated collection. With all the content pushed in the media to generate through various opportunities at the event, the brand received 400+ million impressions from the event in Mumbai and Delhi, making it one of the biggest ever events done by the brand in India.

MAC Cosmetics announced its first Bollywood collaboration with Disha Patani for the launch of MAC Shades of Disha Patani limited edition collection, managed by Toast Events.

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