Plum ‘Shines’ in Haircare Unveils New Campaign

5th September 2023: Plum, India’s first 100% vegan D2C beauty brand, well known and much loved for their lineup of pioneering skincare and body care products, has further cemented their place in the haircare domain with the launch of Coconut Milk & Peptides based haircare for weak & dull hair. The brand has unveiled its inaugural ad campaign for the range that features the Plum Coconut Milk & Peptides Strength & Shine Shampoo. The harmonious combination of coconut milk and peptides restores moisture and strengthens hair strands to make them 22 times shinier in just 1 wash*. The range includes shampoo, conditioner, hair mask, and serum.

Devised by the creative minds of Famous Innovations, the campaign film appeals to its target audience with a message that’s delivered in a raw, and humorous way. The film follows an interesting storyline where the protagonist Shruti uses the Plum Coconut Milk & Peptides shampoo that gives her 22x shinier hair in 1 wash* while forcing people around her to wear sunglasses to shield them from the blinding shine!

Shankar Prasad, Founder and CEO at Plum, expressed “ We have been loved and accepted by our consumers for our skincare and bodycare products. We wanted to extend our clean & 100% vegan offerings to haircare as well so that we become part of the monthly purchase basket for the entire family. Consumers today are facing modern day problems like stress, pollution & other environmental factors that take a toll on their hair making them weak & dull. This film lands the message of getting strong and extremely shiny hair with our Coconut Milk & Peptides shampoo in just 1 application in a manner that’s fun and quirky, to drive a high recall amongst the target audience.

Commenting on the film, Anvesha Sinha, Account Director at Famous Innovation says, “It is safe to say that the protagonist of this ad film was always meant to be the product, however, the storytelling has been skillfully executed by a team of passionate experts, infusing an underlying layer of humor. After all, who doesn’t appreciate a touch of fun at the end of the day?”

As the integrated marketing campaign takes off, the ad film will be amplified through multiple media channels like Facebook, Instagram and OTT platforms. The brand has planned an extensive influencer outreach with well-known names like Trinetra (“Meher” of Made in Heaven fame), Viraj Ghelani (comedy content creator), actors & beauty content creators like Shivangi Singh, Ahaana Krishna and Sarah Sarosh amongst others. The brand has also rolled out an extensive sampling activation for its consumers. Finally, to bring alive and extend the underlying humour in the ad film, the brand is also building viral content in the form of memes and filters.