Plum BodyLovin’ and Myntra Beauty took over the streets of Mumbai with the ‘Summer On Wheels’—a moving bodycare party highlighting the former’s new product launch.
The fully branded experiential bus rolled through some of the city’s most iconic spots, including Colaba Causeway, Marine Drive, Gateway of India, Taj Mahal Palace and Bandra’s Carter Road.
Inside the bus, guests discovered four fragrance ranges by Plum BodyLovin’ across shower gels, body lotions, body mists and glossy lip balms. ‘Summer On Wheels’ transformed a beauty launch into an immersive summer experience with DJs spinning summer mixes, free beverages and guests dancing, grooving and enjoying the products through the ride.
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The experiential campaign will continue in Mumbai for 15 days. Consumers will be able to spot the bus across the city and hop on for the experience.
With Myntra’s End of Reason Sale just around the corner, consumers can explore and shop the new launches on Myntra Beauty.
Commenting on the launch experience, Shankar Prasad, Founder and CEO, Plum said, “We wanted to create a launch that felt larger than life and truly captured the energy of summer. ‘Summer On Wheels’ brought together fragrance, music, Mumbai and community in a way that felt fresh, fun and completely true to the spirit of Plum BodyLovin’.”
Deepak Joshi, Senior Director – Category Management, Beauty and Personal Care, Myntra said, “At Myntra Beauty, we’re always looking for newer ways to make beauty discovery more immersive and culturally relevant. ‘Summer On Wheels’ turned a product launch into an experience people could actually step into, enjoy and remember.”
IPLIX Media is the creator partner for the campaign, bringing together creators across beauty, lifestyle and culture to capture and amplify the energy of ‘Summer On Wheels’ through digital storytelling and social-first content.
