Plum has launched Coconut Milk and Peptides based haircare for weak and dull hair. The brand has unveiled a campaign for the range that features the Plum Coconut Milk and Peptides Strength and Shine Shampoo.
Devised by Famous Innovations, the campaign film follows a 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, 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% 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 and 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.
Anvesha Sinha, Account Director, Famous Innovation, said, “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?”
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 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 amongst others.
Plum Coconut and Peptide shampoo for 22X shinier hair campaign:
Agency: Garage Worldwide (Famous Innovations)
CCO: Raj Kamble
Production House: Mantapa Productions
Producer: Sudhir Sheriga0072
Director and DOP: Ayananka Bose
Creative Director (Film): Vidya Sagar