Brands
Mars Cosmetics unveils ‘Makeup For Everyone’ at Nykaaland 2024
Mumbai: Mars Cosmetics returned to Nykaaland 2024 from 25 to 27 October at Mumbai’s Mahalaxmi Race Course, showcasing its ‘Makeup For Everyone’ concept. The event featured new product launches, exclusive hampers, interactive experiences, and appearances, celebrating innovation and inclusivity. Attendees gathered at the Mars booth to explore the latest collections, crafted to reflect the brand’s motto of makeup for all.
Mars Cosmetics director & business administrator Rishabh Sethia mentioned, “We are thrilled by the incredible response to ‘Mars Makeup For Everyone’ at Nykaaland 2024. This year, we aimed to deliver an immersive and engaging experience for beauty lovers. From our new launches to exciting games and contests, we were overwhelmed by the enthusiasm and participation from everyone who visited our booth. Nykaaland gave us the perfect platform to connect directly with our audience and showcase our commitment to creating high-quality, affordable, and inclusive beauty.”
Nykaaland 2024 brought together major beauty companies, influencers, and fans, with Mars Cosmetics playing a key role in the event. The brand showcased interactive product experiences and unique releases, reaffirming its commitment to vegetarian, cruelty-free beauty products for Indian consumers. Mars Cosmetics looks forward to inspiring and engaging customers with upcoming product launches and activities.
Brands
Kansai Nerolac tests paint in stratosphere for durability proof
Excel Everlast sent to 86,000 ft, survives -64°C and extreme UV exposure
MUMBAI: If walls could talk, this one would say it’s been to space and back. Kansai Nerolac has taken product testing to dizzying new heights quite literally by sending its exterior paint into the stratosphere in a bid to prove durability beyond the lab. In what the company calls a first for the Indian paint industry, a stratospheric balloon carried a payload coated with its Excel Everlast paint to an altitude of 86,000 feet above Earth. Up there, conditions are less “extreme weather” and more “near space”: temperatures drop below -64°C, ultraviolet radiation hits unfiltered, and atmospheric pressure is only a fraction of what it is at sea level.
Most materials struggle to survive such a hostile environment. This one didn’t. According to the campaign, the painted surface returned intact no visible damage, no compromise effectively turning a marketing claim into a high-altitude experiment.
The initiative, conceptualised by ULKA, moves away from simulated lab tests to something far more theatrical and verifiable. The campaign film documents the entire journey, positioning the exercise as proof rather than promise.
The test also doubles as a showcase for the Excel Everlast range, which includes features such as nano-silica-based protection, 30 per cent higher toughness and crack-bridging capability, along with a 20-year warranty claims now dramatised under conditions few buildings will ever face.
For Kansai Nerolac, the stunt is less about spectacle and more about signalling intent: in a category often dominated by functional messaging, it’s an attempt to turn durability into something tangible and memorable.
Because when your paint survives near-space, the neighbourhood monsoon suddenly feels like a very small test.
