Plum launches ‘Festival of Goodness’ campaign

Plum, a direct-to-consumer beauty brand has rolled out a new campaign ‘Festival of Goodness’ to boost sale of its beauty products.

Through the campaign films, the brand aims to inspire people to take new steps in their life with a dose of goodness. The campaign will be live from January 4 to 10 on Plum Goodness’ website and newly launched app.

Commenting on the campaign, Shankar Prasad, founder CEO of Plum in a statement said, “When we ask Plumsters as to what Plum stands for, the answer almost always is goodness, and goodness is something the world needs a lot more of, and especially as we look at a new year full of hope and positivity.”

“Through a series of three different films, the campaign narrates stories of different protagonists who are making new beginnings in their life. Moreover, one film showcases a mother who is starting a new routine of jogging in the morning and is surprised to see her kid leave a note for her to protect her skin with sunscreen on her new journey,” he added.

The ad films will be amplified through multiple social media channels. The brand has also tied up with over 600 content creators for this campaign, which includes beauty influencers and other digital content creators.