Plum BodyLovin’, Myntra Beauty Roll Out ‘Summer On Wheels’ In Mumbai
Plum BodyLovin’ and Myntra Beauty have launched ‘Summer On Wheels’, a moving experiential activation in Mumbai to showcase 16 new bodycare products.
SociapaHQ
Plum Goodness and Myntra Beauty have partnered to launch ‘Summer On Wheels’, an experiential activation in Mumbai to create awareness for Plum BodyLovin’s new bodycare range through an immersive city-wide campaign.
The initiative is centred around a fully branded bus that has been converted into a moving bodycare experience, travelling through some of Mumbai's most recognisable locations including Marine Drive, Gateway of India, The Taj Mahal Palace, Colaba Causeway and Carter Road.
The activation has been developed to showcase 16 new bodycare launches from Plum BodyLovin’ including shower gels, body lotions, body mists and glossy lip balms.
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Check out the campaign here:
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Experiential Beauty Marketing:
Inside the bus, visitors can experience four fragrance collections Boardroom in Bora Bora, Petals on the Rocks, Matcha But Disco and Tropic of Discussion through interactive product discovery experiences.
The mobile activation combines fragrance discovery with entertainment such as live DJs, free drinks and on-board activities, transforming a traditional product launch into a summer-themed experience on wheels.
The campaign is a sign of a broader partnership to make bodycare discovery more engaging, experiential and culturally resonant for younger consumers, the companies said.
The move also signals a wider trend for beauty brands to adopt experience-led marketing strategies that enable consumers to engage with products in real-world settings rather than solely in traditional retail environments.
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Beauty Beyond Stores:
The ‘Summer On Wheels’ bus will continue to travel across Mumbai for 15 days, giving consumers opportunities to be part of the experience as it travels through different neighbourhoods across the city.
The campaign is also in tandem with Myntra’s upcoming End of Reason Sale, with the newly launched Plum BodyLovin’ products available for purchase on Myntra Beauty. Selected products will also be available on Myntra Now for delivery in under 30 minutes.
Commenting on the campaign, Shankar Prasad, Founder and CEO of Plum said, the aim was to create a launch experience that captured the spirit of summer and brought together fragrance, music and community.
“We wanted to create a launch that felt larger than life and truly captured the energy of summer. ‘Summer On Wheels’ brought together fragrance, music, Mumbai and community in a way that felt fresh, fun and completely true to the spirit of Plum BodyLovin’,” he said.
Deepak Joshi, Senior Director Category Management, Beauty and Personal Care at Myntra, said the activation was designed to make beauty discovery more immersive and memorable.
“At Myntra Beauty, we’re always looking for newer ways to make beauty discovery more immersive and culturally relevant. ‘Summer On Wheels’ turned a product launch into an experience people could actually step into, enjoy and remember,” he said.
Beauty brands are increasingly experimenting with experiential formats and activations such as ‘Summer On Wheels’ show how brands are mixing entertainment, community and product discovery to create deeper consumer engagement.
