Plum BodyLovin’ and Myntra Beauty recently brought Mumbai to life with “Summer On Wheels,” a large-scale experiential campaign designed to celebrate the launch of Plum BodyLovin’s 16 new bodycare products through a moving, immersive brand experience across the city.
The activation saw a fully branded bus travel through some of Mumbai’s most iconic locations, including Colaba Causeway, Marine Drive, Gateway of India, the Taj Mahal Palace, and Carter Road in Bandra, turning the city itself into the backdrop for a summer-themed bodycare celebration.
Designed as a “moving bodycare party,” the bus offered consumers an interactive introduction to Plum BodyLovin’s latest fragrance-led ranges, Boardroom in Bora Bora, Petals on the Rocks, Matcha But Disco, and Tropic of Discussion. The collections span multiple categories including shower gels, body lotions, body mists, and glossy lip balms aimed at creating a layered fragrance experience for consumers.
Inside the bus, the campaign leaned heavily into immersive and entertainment-led brand storytelling. Guests experienced live DJ music, beverages, fragrance exploration zones, creator interactions, and social-first activities while travelling through the city. Rather than positioning the launch as a conventional product showcase, the brands turned it into a high-energy summer experience designed for both physical participation and digital virality.
The campaign reflects a growing shift in beauty and lifestyle marketing where brands are increasingly focusing on experiential activities that consumers can actively participate in instead of traditional advertising formats alone. By combining music, creators, culture, and mobility, “Summer On Wheels” positions bodycare as a lifestyle and entertainment category rather than just a functional purchase.
The collaboration also highlights Myntra Beauty’s broader push toward immersive commerce and culturally driven discovery experiences for younger consumers. The activation arrives just ahead of Myntra’s End of Reason Sale, with the newly launched Plum BodyLovin’ products also becoming available through Myntra Beauty and Myntra Now, offering delivery in as little as 30 minutes for select products.
Speaking about the campaign, Shankar Prasad, Founder and CEO of Plum, said, “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’.”
Adding to this, Deepak Joshi, Senior Director – Category Management, Beauty and Personal Care at Myntra, said, “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.”
IPLIX Media partnered as the creator collaborator for the campaign, helping amplify the activation through influencer-led digital storytelling and social media content across beauty, lifestyle, and culture categories.
Link to the campaign:
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