Plum, a vegan beauty brand in India, is all set to roll out ‘Project Blackboard’, an initiative to support girl child education. The brand has also unveiled a digital film executed by Famous Innovations featuring Plum’s Founder and CEO, Shankar Prasad urging the audience to take one step in the right direction to create a positive impact on girl child education. 

With the traditional multiplication tables forming a musical backdrop, the film opens in an empty classroom and travels through an empty school, with the voices of many little girls reading out their tables. An interplay of their names and the crescendo of 'multiplying' voices capture the joy of more girls aspiring to come to school.

As part of the initiative, the brand along with its brand ambassador Rashmika Mandanna flipped text on their social media handles for a day to show how little girls feel when they don't know how to read. Plum also roped in brand ambassadors Mithila Palkar endorsing their skin and Ananya Panday endorsing their fragrance category, to mobilise even more support for the cause.

Speaking about the initiative, Shivani Behl, chief marketing officer of Plum, said, “With Project Blackboard we wish to further solidify our intent to add value to people’s lives and especially the girl child, who holds the key to a happier future for all of us. The campaign intends to bring to light the multiplier effect of girl child education and the simple joy of seeing children learn in school.”

Echoing similar sentiments, Anvesha Sinha, account director of Famous Innovations, added, “What’s a classroom without the pitter patter of its young students? That’s the spirit that Plum wanted to bring alive with its new campaign and initiative #ProjectBlackboard. The campaign builds on the simple insight that when one girl goes to school, she inspires a hundred others.”

The brand will be collaborating with multiple NGOs for the initiative. The campaign is currently being initiated with Save the Children, an independent child rights NGO, which claims to have impacted the lives of over 14 million children across 16 states. Under this initiative, whenever a customer chooses a Plum product, a part of the sales proceeds will go towards girl child education.

To drive more awareness about this cause, the brand has several activities across media touchpoints and also collaborated with several content platforms.