Plum Introduces "Project Blackboard" to Promote the Education of Girls

December 18th, 2022

The idea of vegan cosmetics and personal care items is progressively gaining acceptance in India. But before Shankar Prasad introduced Plum, a wholly vegan, cruelty-free, and toxin-free beauty business, the idea was not widely recognised in 2013. Cut to 2022. Over 500,000 consumers use the direct-to-consumer (D2C) brand each month. Vegan, cruelty-free, and toxins-free beauty products from Plum are available for use in skincare and beauty.

And now, with the motto "Goodness that Delivers," Plum, India's first fully vegan beauty brand, is getting ready to launch "Project Blackboard," a programme to encourage girl child education. Here’s a deeper insight into their thoughtful initiative.

Plum reiterates the importance of educating a girl child

If you think about it, what occurs when a young girl attends school? She becomes an example for countless others. Her education has the power to change countless lives and not only empowers her but also encourages many others to pursue their education. And this is just what Plum's memorial film captures. Due to the fact that nearly 40% of teenage girls in India do not have access to education, the brand has released a digital film produced by Famous Innovations that features Shankar Prasad, the founder and CEO of Plum, urging the audience to make a small change today that will have a big impact on future generations.

Image Source: Plum Goodness

The brand’s history as PETA-approved cruelty-free and vegan

If you’re intrigued about the conception of the brand, after working as a professional for 13 years, Shankar Prasad made the decision to start his own business and make a permanent change. In 2014, the Mumbai-based Plum brand debuted with 15 goods manufactured with organic, plant-based, and sustainable components. For the uninitiated, Plum has always been a proudly vegan and cruelty-free company. In addition to ensuring that their products are devoid of nasties in general and parabens. Most recently, the brand was recognized as PETA-approved cruelty-free and vegan. This basically implies that Plum sources its components and finished goods from its vendors in accordance with
PETA's specifications.

These standards specifically prohibit any party from carrying out or commissioning animal testing on finished goods or ingredients. Plum now requires this of its vendors as well.

A deeper glimpse into their thought-provoking film

Their film begins in an empty classroom and moves across an empty school with the voices of many more young girls reading out their multiplication tables as a musical accompaniment. The excitement of more and more girls encouraging one another to attend school is captured in the interplay of young girls' names and the crescendo of "multiplying" voices. Beautiful photography, actual people, and catchy music work together to honour the admirable goals of Plum's effort "Project Blackboard."

Image Source: Plum Goodness

They roped in celebrity brand ambassadors

As part of the programme, the company and its brand ambassador Rashmika Mandanna temporarily switched the text on their social media accounts to depict the emotions of young girls. In order to get even more support for the cause, Plum also enlisted the help of brand ambassadors Mithila Palkar, who supports their skin line, and Ananya Panday, who supports their scent line. Every time a client chooses a Plum product, a portion of the sales proceeds will support the education of girls!

Plum spokesperson share their insight on the project

Shivani Behl, CMO, Plum, said, “At Plum, we have always believed in the goodness that delivers – be it through our efficacious products or through our innovative recycling initiatives. 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.”

Plum- A socially responsible brand that is making an impact

The brand has engaged in creative and entertaining efforts across media channels and has also worked with other content platforms to raise awareness of this topic. In fact, the brand also sent out PR kits to a variety of influencers and key opinion leaders with the statement, "This is NOT for you," which is maybe the most telling. The kits, which consist of school backpacks filled with necessities, have been distributed with the straightforward request that they be given to a young girl in need!

Anvesha Sinha, Account Director, Famous Innovations – the agency behind the conceptualization of ttheir brand film, said, “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 company will work on the project in tandem with numerous NGOs. Save the Children, India's top independent child rights NGO, is now launching the campaign. Since its founding, they have had an influence on the lives of more than 14 million children across 16 states.