Plum BodyLovin' and Myntra Beauty Hit Mumbai Streets with 'Summer On Wheels'
Plum BodyLovin' and Myntra Beauty have taken their latest summer campaign quite literally to the streets of Mumbai, rolling out an experiential activation called 'Summer On Wheels' that transforms a beauty product launch into a moving party on wheels.
A City Tour Like No Other
The campaign centres around a fully branded bus that has been travelling through some of Mumbai's most beloved landmarks, including Colaba Causeway, Marine Drive, the Gateway of India, the Taj Mahal Palace and Bandra's Carter Road. Far from a typical retail launch, the initiative invites consumers to hop on, explore new products, and soak in a curated summer experience complete with DJs spinning seasonal mixes and complimentary beverages.
Fragrance, Fun and a Festival on Wheels
Inside the bus, guests get to discover four new fragrance ranges from Plum BodyLovin' spanning shower gels, body lotions, body mists and glossy lip balms. The vibe is less product demonstration and more celebration, with guests dancing and engaging with the brand in a relaxed, festive atmosphere.
15 Days, One City, Endless Stops
The activation is set to run across Mumbai for 15 days, giving consumers across different neighbourhoods a chance to encounter the bus and experience it firsthand. The timing also aligns with Myntra's upcoming End of Reason Sale, where all the new launches will be available to shop on Myntra Beauty.
The Voices Behind the Campaign
Shankar Prasad, Founder and CEO of Plum, spoke about the intent behind the campaign, noting that the goal was to create a launch that felt larger than life and genuinely captured the energy of summer, bringing together fragrance, music, the city of Mumbai and community in a way that felt fresh and authentic to the Plum BodyLovin' identity.
Deepak Joshi, Senior Director of Category Management for Beauty and Personal Care at Myntra, echoed that sentiment, highlighting the brand's ongoing focus on making beauty discovery more immersive and culturally resonant. He described 'Summer On Wheels' as turning a product launch into an experience people could physically step into and carry with them.
Creator Power Driving the Story
The creator and content strategy for the campaign is being handled by IPLIX Media, which is working with creators across beauty, lifestyle and culture to document and amplify the campaign through digital and social storytelling.
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