Plum, a 100 pc vegan D2C beauty brand, has launched a coconut milk and peptides-based haircare product for weak and dull hair. Launching the product is an ad campaign conceptualised by Garage Worldwide.
https://youtu.be/TjGYt4jFhqk
To bring alive the promise of 22 times shinier hair, the film features a female protagonist using the product and dazzling others in a conference room. The hair is so bright that they need to wear sunglasses to shield their eyes.
The range includes shampoo, conditioner, hair mask, and serum.
Shankar Prasad, Founder and CEO, Plum, said, “We have been loved and accepted by our consumers for our skincare and bodycare products. We wanted to extend our clean and 100 pc 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 and other environmental factors that take a toll on their hair making them weak and dull. This film lands the message of getting strong and extremely shiny hair with our coconut milk and peptides shampoo in just one application in a manner that’s fun and quirky, to drive a high recall amongst the target audience.”
Anvesha Sinha, Account Director at Famous Innovations, added, “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 humour. After all, who doesn’t appreciate a touch of fun at the end of the day?”
The film will be amplified through Facebook, Instagram and OTT platforms. The brand has planned influencer outreach with Trinetra (‘Meher’ of Made in Heaven fame), Viraj Ghelani (comedy content creator), actors and beauty content creators like Shivangi Singh, Ahaana Krishna and Sarah Sarosh.
The brand has also rolled out a sampling activation. Building on the humour in the film, it is also building content in the form of memes and filters.
Credits
Agency: Garage Worldwide (Famous Innovations)
CCO: Raj Kamble
Production House: Mantapa Productions
Producer: Sudhir Sherigar
Director & DOP: Ayananka Bose
Creative Director (film): Vidya Sagar
Feedback: [email protected]
