Nov 03: Blue Heaven, one of India’s homegrown beauty brands from the house of Esme Consumer, celebrated the spirit of Durga Puja in Kolkata with immersive on-ground beauty experiences inspired by the city’s festive tradition of Durga Puja ki SajDhaj. Marking the brand’s third Makeup Party edition and its continued collaboration with quick-commerce platform Zepto for the second consecutive year in Kolkata, Blue Heaven introduced its Makeup Party on Wheels activation at the Samaj Sebi Durga Puja pandal from October 16 to 19, 2026, alongside a special on-ground activation with Zepto at Santosh Mitra Square, Kolkata.

Following two successful editions of Makeup Party in Bihar and Lucknow, Blue Heaven brought the experience to Kolkata for its third edition, introducing the Makeup Party on Wheels format for the first time. The branded beauty experience became a festive stop where visitors could explore Blue Heaven’s range and discover makeup essentials for their Puja looks. Set amid the celebrations, the activation connected the brand with consumers as they dressed up, met friends and visited pandals.

Extending its continued collaboration with Zepto, Blue Heaven created a dedicated on-ground activation zone at Santosh Mitra Square, bringing together an engaging beauty experience and the convenience of shopping on Zepto. The experience featured quick festive touch-ups, product sampling, an interactive photobooth and engaging games such as Spin the Wheel. Visitors could explore products across Blue Heaven’s face, lip and eye categories, receive touch-ups using essentials such as kajal, lipstick, blush and highlighter, and participate in activities offering Blue Heaven products and samples as prizes.

Jayanti Choudhary, Head of Marketing at Esme Consumer, said,

“At Blue Heaven, we believe beauty is deeply connected to how people express themselves and celebrate special moments. Durga Puja, with its vibrant traditions and the excitement of SajDhaj, offers a wonderful opportunity to connect with consumers in a culturally meaningful way. Through Makeup Party on Wheels and our continued collaboration with Zepto, we aim to bring the joy of beauty closer to consumers by combining engaging on-ground experiences with convenient access to our products.”

The collaboration also highlighted the availability of Blue Heaven products on Zepto, creating a direct link between discovering products at the pandal and purchasing them online.

Together, the two activations reflected Blue Heaven’s approach to engaging with consumers through culturally relevant experiences that brought together beauty, entertainment and product discovery. By combining an interactive on-ground beauty experience with a quick-commerce collaboration, the brand created opportunities for consumers to explore products, try festive looks and engage with Blue Heaven both on-ground and online.