Beauty and personal care brand Plum is marking its 12th anniversary with a new campaign, ‘Dozen it feel great!’, celebrating the brand’s growth, creativity and expanding community of consumers. Founded 12 years ago on the belief that the right chemistry can create something greater than the sum of its ingredients, Plum has since grown into one of India’s leading beauty and personal care brands, with a presence in more than 30,000 retail outlets and an expanding international footprint.
The anniversary campaign continues Plum’s tradition of commemorating its birthday with a theme that reflects its stage of evolution. Following ‘Thanks a 10’ for its 10th year and ‘11:11, It’s Time for Magic’ for its 11th, this year’s theme focuses on abundance—highlighting more colour, creativity, joy and consumer engagement. The company said the campaign also recognises the role of its growing community of “Plumsters” in shaping the brand’s journey and future direction.
“Twelve years feels like an important milestone because we’ve earned every one of them,” said Shankar Prasad, Founder & CEO, Plum. “We’ve grown from a challenger skincare brand into one of India’s most admired new-age beauty and personal care brands. We’ve expanded into new categories, built an incredible community and stayed true to our belief that chemistry, done with heart, creates products people come back to. The exciting part is that we’re only scratching the surface of what’s possible. The opportunities ahead feel bigger than ever. That’s exactly what this year’s birthday theme celebrates.”
The month-long birthday celebration will feature creator collaborations, community experiences, retail activations, limited-edition merchandise and, of course, Plum’s biggest sale of the year that Plumsters eagerly look forward to. Every celebration is also an opportunity to thank the people who’ve been part of the journey and welcome many more into it. At twelve, Plum believes its best chapters are still ahead.
