Anime, cosplay and beauty made for a colourful collision at Anime India Mumbai, where Elle18 brought its bold, playful energy to one of India’s biggest celebrations of fandom.
Held on 28, 29 and 30 August at Nesco, Mumbai, Anime India brought together anime lovers, cosplayers, gamers and pop culture enthusiasts for three days of fandom-fuelled action. Having already built a growing community through its Mumbai, Kolkata and Delhi editions, the event once again drew fans from across the region.
Among the brands adding their own flavour to the experience was Elle18, which tapped into the growing connection between anime, beauty and Gen Z self-expression with an immersive on-ground presence.
The brand also co-powered some of the event’s biggest cosplay attractions, including closet cosplay, prop making and the grand cosplay competition. With costumes, characters and creativity taking centre stage, Elle18’s association with these experiences placed beauty and self-expression right in the middle of the cosplay action.
The event also served as a platform for Elle18 to introduce its new Butter Matte lipstick collection, adding another splash of colour to the brand’s presence at Anime India Mumbai. Designed around contemporary beauty trends, the collection found a natural audience among the event’s young and style-conscious attendees.
At its booth, Elle18 kept the energy high with interactive activities and photo opportunities. Visitors could click selfies, share them on social media while tagging the brand and receive exciting giveaways. Influencers also joined the experience, creating reels and sharing their moments from the event with their followers.
From anime-inspired aesthetics and cosplay to makeup and social media moments, Elle18’s presence added a fresh dimension to Anime India Mumbai’s expanding mix of fandom, creativity and youth culture.
Because at Anime India Mumbai, it was not just about dressing like your favourite character, it was also about bringing your own character to life.
