Plum, India’s first 100 percent vegan beauty brand, with a philosophy of 'Goodness that Delivers' is all set to roll out ‘Project Blackboard’ – an initiative to support girl child education. Nearly 40 percent of adolescent girls in India lack access to education, stemming this thought, the brand has unveiled a digital film executed by Famous Innovations featuring Plum’s Founder and CEO - Shankar Prasad urging the audience to take one step in the right direction today that can create a positive impact for generations to come.
What happens when one little girl goes to school? She becomes an inspiration for millions of others. Her education not just empowers her, but also drives many others to go to school, and has the potential to improve countless lives around her. And this is exactly what Plum captures in its commemorative film.
With the traditional multiplication tables forming a musical backdrop, the film opens in an empty classroom and travels through an empty school, with the voices of many more little girls reading out their tables. An interplay of little girls’ names and the crescendo of “multiplying” voices capture the joy of more and more girls inspiring each other to come to school. Beautiful cinematography, real people, and memorable music together pay a fitting tribute to the noble objectives of Plum's initiative 'Project Blackboard'.
As part of the initiative, the brand along with its brand ambassador Rashmika Mandanna flipped text on their social media handles for a day to show how little girls feel when they don't know how to read. Plum also roped in brand ambassadors Mithila Palkar endorsing their skin and Ananya Panday endorsing their fragrance category, to mobilize even more support for the cause.
Shivani Behl, CMO, Plum, said, “At Plum, we have always believed in the goodness that delivers – be it through our efficacious products or through our innovative recycling initiatives. With Project Blackboard we wish to further solidify our intent to add value to people’s lives and especially the girl child, who holds the key to a happier future for all of us. The campaign intends to bring to light the multiplier effect of girl child education and the simple joy of seeing children learn in school.”
Anvesha Sinha, Account Director, Famous Innovations – the agency behind the conceptualization of the brand film, said, “What’s a classroom without the pitter patter of its young students? That’s the spirit that Plum wanted to bring alive with its new campaign and initiative #ProjectBlackboard. The campaign builds on the simple insight that when one girl goes to school, she inspires a hundred others.”
The brand will be collaborating with multiple NGOs for the initiative. The campaign is currently being initiated with Save the Children, India’s leading independent child rights NGO, who, since their inception have impacted the lives of more than 14 million children across 16 states. Under this initiative, whenever a customer chooses a Plum product, a part of the sales proceeds will go towards girl child education.
To drive more awareness about this cause, the brand has undertaken innovative and fun activities across media touchpoints and also collaborated with several content platforms. Perhaps most tellingly, the brand sent out PR kits sent to key opinion leaders and a host of influencers with the message: “This is NOT for you”.The kits which are school bags with essentials have been given with the simple request that they should go to a little girl who needs them.