Blue Heaven Cosmetics hired AnyMind Group

2023 · Colour cosmetics with skincare claims, personal care

Blue Heaven's launch window was the Indian festive season, so the campaign started on 12 November 2023 and had 45 days to work.

On the public record

The problem is documented by somebody with nothing to gain from the agency winning the work.

How we know

The campaign started 12 November 2023, ran 45 days to the end of the year, was timed to the festive season, and used eight named Indian creators posting Get Ready With Me content around Diwali, festive functions and weddings.

Who says so	Adgully first, then Net Influencer, which credits Adgully as its source. Both trace back to the agency's own announcement, so the three reach figures are self reported. Read it
A second source	Net Influencer carried the story four months after Adgully and confirms the brand, the range, the agency, the AnyTag platform, all eight creator names and all three numbers. It credits Adgully as its source, so it is a faithful second telling rather than independent verification, and both trace back to the same AnyMind announcement.
What the agency was asked to do	Not published as a quoted brief. On record: run an influencer marketing campaign to build awareness of the new skincare infused makeup range '&' during the Indian festive season, delivered through AnyMind's AnyTag platform.
How that happened	No pitch or review is described. The brand's head of marketing credits an internal colleague, Vridhi Verma, deputy marketing manager for social and digital at Esme Retail, for the conceptualisation phase that brought the collaboration about, which points to an internal champion rather than a procurement process. No rival agency is named.
How long it took	Campaign started 12 November 2023 and ran 45 days to the end of 2023. Wrap reported 27 March 2024.
Recorded as	Blue Heaven Cosmetics (the '&' skincare infused makeup range, India)

Watch out for: All three result numbers, the 4.68 million reach, the 8.1 million video views and the 10,000 new followers, are self reported by the agency in its own campaign wrap and were not verified by anyone. Reach and views are exposure counts, not sales, and nothing has been published about what the range sold. Net Influencer's article is a write up of an Adgully report of the agency's announcement, so the chain runs back to the agency at every step. This is a campaign the agency ran for a new range, not a documented appointment with a contract, so do not describe AnyMind as Blue Heaven's agency.

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