MUMBAI: Maybelline New York and Posterscope India have painted Mumbai nude — literally and virtually — with the launch of Super Stay Teddy Tint - Nude Drop, a plush 11-shade lip tint collection that just got a larger-than-life debut with hyperreal CGI billboards.

The campaign, brought to life by dentsu’s OOH specialist Posterscope, delivered a digital-first spectacle by fusing cutting-edge CGI with the warm nostalgia of Mumbai’s iconic Dabbawalas. These everyday heroes became the unexpected — and loveable — ambassadors of soft glam, starring in a seven-day CGI production that transformed the city’s skyline into a moving makeup marvel.

Designed to tug at the heart and scroll-stopping enough to trend, the visual narrative reimagined the Teddy Tint’s soft-but-bold vibe through the lens of Mumbai’s cultural pride, marrying beauty with believability in a way that felt rooted yet global.

Posterscope India CEO Imtiyaz Vilatra said, “This campaign was built on insight-led storytelling that connects emotionally and visually. CGI gave us the flexibility to craft an experience that felt both imaginative and rooted in local emotion. Bringing together a global beauty icon and an everyday Mumbai symbol allowed us to tell a story that was personal, timely, and unforgettable.”

With a mix of emotional storytelling and tech swagger, Maybelline’s campaign wasn’t just lipstick on a billboard, it was a CGI glow-up for the Indian beauty playbook.

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