Blue Heaven, one of India’s leading homegrown beauty brands from the house of Esme Consumer, brought Radhikka Madan to Patna’s first-ever makeup party, bringing together 30 homegrown content creators for an evening focused on beauty, content creation, and community building. The event marked a strong push towards celebrating and empowering creators from emerging markets.
At a time when most brand engagements remain concentrated in metro cities, Blue Heaven is consciously shifting focus to smaller towns and recognising the growing influence of regional creators. The evening’s highlight was Radhikka Madan’s direct interaction with creators, adding cultural relevance and strong digital resonance to the initiative. The event also stood out as one of the first instances of a beauty brand enabling on-ground engagement between regional creators and a brand ambassador.
Brand ambassador Radhikka Madan said, “Being part of this event in Patna was a truly special experience. There is so much talent and confidence among creators here, and it’s inspiring to see how they express themselves through beauty. What I liked most was how interactive and open the experience felt. Everyone could try, explore, and create in their own way. Initiatives like this make beauty feel more inclusive and closer to people, and I’m glad to be associated with a brand that is doing that.”
To enable deeper product interaction, the venue featured dedicated experience zones. The Lips Zone showcased the brand’s lip range with trial stations and shade discovery, while the Eyes Zone focused on eye products with demo setups and quick glam transformations. An additional &Range zone, along with interactive photobooths and a dedicated Nails Zone, allowed creators to explore a wider portfolio of products while engaging with the brand experience.
Jayanti Choudhary, Head of Marketing at ESME Consumer said, “Beauty today is shaped by real voices, real choices, and a strong creator ecosystem. At ESME Consumer, we see creators as key partners in building a brand that reflects everyday aspirations across India. Platforms like these allow us to engage directly, understand evolving preferences, and stay closely connected to our consumers. As we move forward, our focus is on strengthening this creator-led approach and shaping a beauty brand that is relevant, inclusive, and deeply connected to the new-age Indian consumer.”