Plum BodyLovin’ has rolled out a new campaign for the cult-favourite Vanilla Caramello Body Lotion - “India’s Most Wanted”.
Formulated with rich cocoa butter and Vitamin B5 and scented with salted caramel, warm vanilla, and nutty pistachios, the lotion has officially earned its most wanted title — with one bottle sold (or shall we say smuggled?) every 60 seconds across India.
Kicking off with a first-of-its-kind AI-generated film, Plum BodyLovin’ has taken the “Most Wanted” concept and turned it into a full-blown, tongue-in-cheek chase. The ad is an unapologetically over-the-top parody of dramatic police chases except here, the “criminal” in question is a lotion that smells so good, people can’t stop chasing it.
The campaign goes truly 360° with cheeky OOH creatives, multi-city “Most Wanted Heists” featuring top content creators, comedians like Archana Puran Singh, Kullu a.k.a Aaditya, Sufi Motiwala, and customers taking the chase offline.
Stuti Sethi, Brand Lead, Plum BodyLovin, said, “This campaign is pure, unapologetic fun. Vanilla Caramello has become a cult obsession, so we decided to treat it like the runaway star it is — complete with cops, chaos and caramel. We’ve made a body lotion feel like pop culture, and that’s the kind of storytelling we live for at Plum BodyLovin’.”
