Best Media Info

Editor’s Picks
Cannes Lions 2019

Guest Times

Maybelline ropes in Alia Bhatt as brand ambassador; creates crowd-sourced Kiss Song

With more than 6,000 women sending their kisses Maybelline’s way, the brand created India’s first ever crowd-sourced kiss song along with a special music video featuring Alia Bhatt

BestMediaInfo Bureau | Delhi | May 3, 2013

“Kiss, Pucker and Pout, I love my BabyLips, Sexy they Shout!” It was a musical evening with everyone humming the lyrics to the new BabyLips Kiss Song by Maybelline as they launched it with their latest brand ambassador, Alia Bhatt. Maybelline New York, the world’s number 1 make-up brand once again proved itself to be a front runner in innovation, beauty and youth connect with the launch of this campaign.

As a digitally savvy make-up brand, Maybelline launched the first leg of this campaign on Facebook where they invited their millions of fans to contribute to the song with their kisses. With more than 6,000 women sending their kisses Maybelline’s way, the brand created India’s first ever crowd-sourced kiss song along with a special music video featuring Alia Bhatt. The video to this catchy song showcases women with five different fun personalities that represent the brand’s philosophy along with Alia who brings her bubbly, peppy and edgy spirit to the video. The crowd sourcing strategy was digitally executed by FoxyMoron.

Commenting on signing Alia to endorse the brand and Maybelline’s latest musical hit, Satyaki Ghosh, Director, L'Oréal Consumer Products Division, said, “We are thrilled to have Alia as the ambassador on Maybelline. She represents the young, contemporary cosmopolitan girl who is attuned to fashion at all times and loves to wear make-up. She is a fabulous person to work with and completely imbibes the values that the brand stands for. Maybelline is an innovative brand that loves its consumers and assures to give them something new and exciting all the time. With the launch of the BabyLips Kiss Song, we hope to once again do something different for our consumers and engage them as much as possible with the brand.”

Harshil Karia, Online Strategist & Co-founder, FoxyMoron, commented, “The BabyLips song is a perfect example of how brands are adopting crowd sourcing to connect with their fans. Maybelline New York is a renowned and much loved cosmetics brand all over the world. So, it only seemed fitting enough to involve all the Maybelline girls in creating a ‘Kiss’ anthem for one of their favourite products – the BabyLips lip balm. This collaboration between the fans and the brand gives consumers an overwhelming sense of belongingness.”

Speaking on her association with the brand, Alia said, “Maybelline is a brand that reflects my personality of being happy and cheerful, always full of energy and fun. It targets girls like me who are young, fashionable, decisive, love to dress up, are trend conscious and wear bold styles. It is fun working on the brand, especially because they include a lot of excitement and innovation in everything they do. I am a make-up enthusiast and I’m excited to now be associated with the World’s number one make-up brand.”

Baby Lips Kiss Song featuring Alia Bhatt:


To catch the Maybelline BabyLips Music Video along with interesting behind the scene videos with Alia Bhatt, log on to or YouTube:

The Baby Lips KISS video featuring Alia Bhatt will also be aired on music channels like MTV, ETC and Mix from first week of May. You can also catch the video playing in cinemas during the showcase of Yeh Jawaani Hai Deewani.

Post a Comment