MUMBAI – With over 100 designers showcasing their collections, Amazon India Fashion Week not only exhibits fashion, but the best of it! While the audience at Amazon India Fashion Week witnessed the works of India’s top designers, the young and vibrant brand Maybelline New York India has leveraged this partnership to bring all the excitement, experience and the latest trends in fashion and make-up, right from the runway with #MaybellineAtFashionWeek.
The digital campaign conceptualised & executed by FoxyMoron has two main elements – a Facebook Canvas and a 360 video featuring Maybelline New York India’s latest ambassador Athiya Shetty and make-up artist Elton J Fernandez. Tapping Facebook’s recent immersive platform, ‘Canvas’ brings the latest runway trends, makeup tips and tricks to the fans from Amazon India Fashion Week. Facebook Canvas turns your mobile into a multimedia experience with an assortment of videos, images, carousel and its tilt-to-pan feature. The highlight is the ‘Try The Look’ carousel that lets girls mix and match different eye looks with different shades of lipstick to create their favorite look.
Additionally, Maybelline New York’s 360 video follows Athiya Shetty, capturing her journey at AIFW 2016, bringing the overall experience, right from a sneak-peak behind the scenes to all the glitz and glamour of the runway. The 360 degree video was a great way to immerse consumers into makeup.
“Maybelline New York India has always been a pioneer in all things digital,” said Pooja Sahgal, General Manager, Maybelline New York India. “To bring out our partnership with India Fashion Week, we decided to use interesting creative and communication formats to create a rich experience for consumers; right from being the first beauty brand in India to execute a Facebook Immersive Canvas to a 360 degree video experience of our latest Maybelline girl, Athiya Shetty. We’re glad to be setting makeup trends on the runway and on digital.”
Commenting on this campaign, Paritosh Ajmera – Co-founder, FoxyMoron said, “The idea was to give a unique and immersive experience to Maybelline girls who want to attend high-fashion events, but can’t be a part of it. With this convergence of Creative Display and Innovation, we unified two unlikely verticals of interest – Fashion & Technology and brought them closer to all the glitz and glamour of Amazon India Fashion Week.”
