Plum BodyLovin’ has launched a summer campaign in collaboration with Baba Sehgal, centred around a music-led digital film.
The campaign uses a high-energy format featuring Sehgal performing across beach and tropical settings, integrating product storytelling with a musical narrative. The film introduces the brand’s BodyLovin’ 2.0 range, built around four fragrance variants—Boardroom in Bora Bora, Petals on the Rocks, Matcha But Disco, and Tropic of Discussion.
The initiative reflects the brand’s approach of using cultural formats such as music and nostalgia-driven personalities to build recall and engagement, particularly among younger audiences.
The product range spans shower gels, body lotions and body mists, designed to be layered as part of a broader personal care routine.
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As Brand Lead Stuti Sethi puts it: “This summer, our goal was simple. To make BodyLovin’ stick. We wanted people to hear it, remember it, and enjoy it. And if there’s one person who can turn anything into a tune you can’t forget, it’s Baba Sehgal. His style is fun, fearless, and instantly catchy, which made him the perfect voice to bring BodyLovin’ to life while introducing our four new exciting summer bodycare collections i.e. Petals On The Rocks, Boardroom In Bora Bora, Tropic Of Discussion & Matcha But Disco, each carrying a shower gel, body lotion and body mist!’”
Speaking about the collaboration, Baba Sehgal feels, “BodyLovin’ is all about energy, expression, and having fun with who you are, and that’s always been my vibe. This campaign brought together music, nostalgia, and a whole lot of swag. It’s fresh, funky, and has its own shor.”
The BodyLovin’ 2.0 range is currently available on the brand’s website, app and leading e-commerce platforms.
