Plum BodyLovin’ and Myntra Beauty have joined forces to launch “Summer On Wheels” – an experiential, mobile brand activation travelling across Mumbai to introduce Plum BodyLovin’s 16 new bodycare offerings.
The branded bus has journeyed through some of Mumbai’s most iconic locations, including Colaba Causeway, Marine Drive, the Gateway of India, the Taj Mahal Palace, and Bandra’s Carter Road, transforming a conventional product launch into a moving cultural experience.
Onboard, guests explored four distinct fragrance ranges – Boardroom in Bora Bora, Petals on the Rocks, Matcha But Disco, and Tropic of Discussion – available across shower gels, body lotions, body mists, and glossy lip balms. DJ-curated music, beverages, and hands-on product discovery made the ride as immersive as it was memorable.
Running for 15 days across Mumbai’s neighbourhoods, the activation reflects both brands’ intent to make bodycare discovery more experiential and culturally resonant. Consumers can also shop the new launches on Myntra Beauty, with select products available via Myntra Now for delivery within 30 minutes – timed strategically ahead of Myntra’s End of Reason Sale.
Shankar Prasad, Founder and CEO of Plum, described the initiative as a launch that captured the energy of summer through fragrance, music, and community. Deepak Joshi, Senior Director – Beauty and Personal Care at Myntra, emphasised the brand’s focus on immersive, culturally relevant beauty discovery.
IPLIX Media served as the creator partner, amplifying the campaign through social-first storytelling and digital content.
