Brands
Mars Cosmetics takes love to new heights with Cloud Kiss
MUMBAI: Mars Cosmetics has taken product launches off the ground, quite literally, with the unveiling of its latest innovation, Cloud Kiss Soft Matte Lipstick. In a move that blends romance with spectacle, the beauty brand revealed the new lipstick through a sunrise hot air balloon proposal, marking a first for India’s beauty industry.
The launch played out like a dream brought to life. At dawn, a couple ascended into the sky aboard a pastel-toned hot air balloon branded with Mars, floating amid soft clouds and golden morning light. Mid-air, the proposal unfolded, with the bride-to-be receiving the Cloud Kiss lipstick as part of the moment, turning a personal milestone into a powerful brand reveal.
Designed to mirror the product’s cloud-soft formula, the campaign aimed to translate texture into emotion. The gentle glide of the balloon and the intimacy of the proposal echoed the lipstick’s promise of comfort, tenderness and effortless wear.
Mars Cosmetics marketing team, said Cloud Kiss represents more than a new addition to the brand’s portfolio. She noted that the unconventional launch reflected Mars’ focus on balancing comfort with performance, while pushing creative boundaries in how beauty stories are told.
The entire experience was captured using drones and aerial filming, creating sweeping visuals that matched the romance of the moment with a sense of polish and sophistication. These visuals will form the backbone of the brand’s upcoming promotional campaign, positioning Cloud Kiss as a lipstick that feels as memorable as its unveiling.
With this sky-high reveal, Mars Cosmetics continues to rethink how beauty launches connect with consumers, turning product introductions into moments that linger well beyond the first swipe. Cloud Kiss Soft Matte Lipstick will be available soon across Mars Cosmetics outlets in India.
Brands
Magnum Ice Cream Netherlands takes control of Kwality Wall’s India from Unilever
61.9 per cent stake transfer reshapes ownership as Unilever exits promoter role
MUMBAI: Kwality Wall’s (India) Limited has entered a new chapter, with The Magnum Ice Cream Company HoldCo 1 Netherlands B.V. acquiring a controlling 61.9 per cent stake from a clutch of Unilever PLC-led entities, marking a significant shift in ownership.
The transaction, completed on March 30, 2026, follows a share purchase agreement signed in June 2025. The incoming promoter picked up over 145 crore equity shares, effectively taking control of the company and being formally classified as its new promoter under regulatory norms.
As part of the deal, the outgoing promoter group, including Unilever Group Limited and its affiliated entities, has fully exited its shareholding in the company. They have now been reclassified from promoter to public shareholders, closing a long-standing association with the ice cream business in India.
The board of Kwality Wall’s (India) Limited took note of the ownership change and approved a series of leadership updates alongside it. Ritesh Tiwari stepped down as director, while Abhijit Bhattacharya was appointed as chairperson and additional non-executive director. Tahir Toloy Tanridagli also joined the board as an additional non-executive director.
The reshuffle signals a broader strategic reset as the Magnum-led entity looks to steer the brand’s next phase of growth in India. The transition has been carried out in line with regulatory requirements, including disclosures tied to the open offer and reclassification norms under market regulations.
With Unilever stepping back and Magnum stepping in, Kwality Wall’s India is effectively getting a fresh scoop of leadership and direction. The coming months will reveal how the new promoter plans to scale the brand in one of the world’s most competitive ice cream markets.
