Plum, an Indian vegan beauty brand, is all set to roll out ‘Project Blackboard’ – an initiative to support girls’ education. The brand has unveiled a digital film, performed by Famous Innovations, in which Plum’s founder and CEO, Shankar Prasad, urges the public to take a step in the right direction today that can have a positive impact on generations to come.
In the commemorative film for Plum’s Project Blackboard initiative, the traditional multiplication tables serve as a musical backdrop as the film shows an empty school and the voices of little girls reading their tables. As the voices multiply, the film captures the joy of girls inspiring each other to get to school and the potential of education to improve countless lives.
As part of the initiative, the brand, along with brand ambassador Rashmika Mandanna, posted text on their social media handles for a day to show how little girls feel when they can’t read. Plum also brought in brand ambassadors Mithila Palkar who endorsed their skin and Ananya Panday who endorsed their fragrance category, mobilizing even more support for the cause.
Speaking of the initiative, Shivani Behl, Chief Marketing Officer, Plumsaid, “At Plum, we have always believed in goodness that gets results – whether through our effective products or through our innovative recycling initiatives. With Project Blackboard, we want to strengthen our intention to add value to people’s lives and especially to the girl child, who is the key to a happier future for all of us. The campaign aims to highlight the multiplier effect of education for girls and children and the simple joy of seeing children learning in school.”
Following similar sentiments, Anvesha Sinha, Account Director, Famous Innovations – the agency behind the concept of the brand film, said: “What’s a classroom without the chatter of its young students. That’s the spirit Plum wanted to bring to life with his new #ProjectBlackboard campaign and initiative. The campaign builds on the simple insight that if one girl goes to school, she inspires a hundred others.”