Plum, an Indian vegan beauty brand, is all set to roll out ‘Project Blackboard’ – an initiative to support girl child education. The brand has unveiled a digital film executed by Famous Innovations featuring Plum’s Founder and CEO, Shankar Prasad urging the audience to take one step in the right direction today that can create a positive impact for generations to come.
In the commemorative film for Plum’s Project Blackboard initiative, the traditional multiplication tables serve as a musical backdrop as the film shows an empty school and the voices of little girls reading out their tables. As the voices multiply, the film captures the joy of girls inspiring each other to come to school and the potential for education to improve countless lives.
As part of the initiative, the brand along with its brand ambassador Rashmika Mandanna flipped text on their social media handles for a day to show how little girls feel when they don’t know how to read. Plum also roped in brand ambassadors Mithila Palkar endorsing their skin and Ananya Panday endorsing their fragrance category, to mobilize even more support for the cause.
Speaking about the initiative, Shivani Behl, Chief Marketing Officer, Plum, said, “At Plum, we have always believed in goodness that delivers – be it through our efficacious products or through our innovative recycling initiatives. With Project Blackboard we wish to further solidify our intent to add value to people’s lives and especially the girl child, who holds the key to a happier future for all of us. The campaign intends to bring to light the multiplier effect of girl child education and the simple joy of seeing children learn in school.”
Echoing similar sentiments, Anvesha Sinha, Account Director, Famous Innovations – the agency behind the conceptualisation of the brand film, said, “What’s a classroom without the pitter patter of its young students. That’s the spirit that Plum wanted to bring alive with its new campaign and initiative #ProjectBlackboard. The campaign builds on the simple insight that when one girl goes to school, she inspires a hundred others.”
