Maybelline’s Colossal Bubble Mascara splashes across sealink and billboards

Maybelline New York made a colossal splash in Mumbai with its latest OOH campaign for the Colossal Bubble Mascara, executed by Posterscope India. The brand lit up the iconic Bandra-Worli Sea Link with bold projections that spelled out “Maybelline New York” and “Colossal Bubble,” commanding attention from thousands of commuters and onlookers along the city’s coastline. While the Sea Link has been used for projection mapping before, Maybelline’s takeover stood out for its sheer vibrancy and perfect alignment with the larger-than-life persona of the product. 

Adding to the impact, a high-visibility billboard was transformed into a 3D spectacle with oversized yellow bubble props bursting out of the frame. The design echoed the mascara’s “bubble” identity, making the display impossible to ignore in Mumbai’s bustling outdoor environment. The creative execution ensured the product concept wasn’t just communicated but brought vividly to life in physical space. 

The combination of scale, innovation, and visual drama turned the campaign into an urban experience rather than just another advertisement. By leveraging both a landmark structure and an unconventional billboard treatment, Maybelline reinforced its reputation for bold, disruptive storytelling in beauty and proved that OOH can still surprise, engage, and dominate attention in fresh ways.