ITV

Tag: Plum

  • ASMR magic: Plum’s videos turns insurance jargon into calming experience

    ASMR magic: Plum’s videos turns insurance jargon into calming experience

    Mumbai: Plum an insurtech platform offering group health insurance and business insurance solutions to over 3500 plus corporations is changing the way insurance is looked at and making insurance terms and jargon fun through its ASMR marketing campaign which was launched on 5 February 2024. ASMR has proven to enhance mood, and can greatly improve sleep quality by fostering a positive and less anxious mental state, commonly linked with healthy sleep. A study revealed that 80 per cent of individuals who used ASMR experienced an enhanced mood.

    The series of videos produced by Plum is not just about entertaining content; it’s a creative solution to address healthcare problems. Recognising the importance of sleep quality in overall health and well-being, Plum actively contributes to stress reduction through its  ASMR campaign.

    Plum marketing head Shreyas Achar expressed, ‘’At Plum, we playfully embrace the stereotype that insurance is often perceived as so dull that it induces sleep. We’re dispelling this myth with our ASMR series, which turns insurance into an incredibly soothing experience. Plum’s ASMR video goes beyond simple relaxation; it cleverly explains insurance jargon, turning complex phrases into an enjoyable audiovisual experience that redefines the traditional notion of insurance lulling you to sleep. At Plum, we’re dedicated to finding unique and creative solutions to healthcare problems. ‘’

    Plum has also partnered with Neend, a leading app in sleep wellness. Neend’s expertise in sleep wellness seamlessly aligns with Plum’s vision of advancing well-being through inventive solutions.

    Neend founder & CEO Surbhi Jain said, “At Neend, we’ve spotted a rising trend in ASMR adoption among Indians. We are glad to join forces with Plum in this initiative and spread awareness about quality sleep by providing relaxing content. Moreover, beyond just insurance and sleep, this partnership is to address holistic well-being with our shared vision.”

    Plum’s ASMR campaign challenges industry norms, embraces popular trends, and demonstrates how insurance can be both entertaining and beneficial for health. The videos can be found on Plum’s official channels, offering a new perspective on insurance that is unexpectedly calming and enjoyable.

    In the past, Plum has adopted a pop-culture approach to its B2B marketing campaign, making insurance enjoyable. With such campaigns, Plum gives a quirky approach to brand marketing by infusing humour and creativity into their strategies. As part of its marketing campaign, Plum gave the iconic ‘Jingle Bells’ carol an insurance makeover. Additionally, the company launched ‘Cards Against Work’ (CAW), an innovative and interactive card game themed around workplace discussions, calling out universal and relatable toxic practices. These initiatives collectively showcase Plum’s unique and playful approach to brand promotion.

  • Essence bags integrated media mandate for Plum

    Essence bags integrated media mandate for Plum

    Mumbai: A global data and measurement-driven media agency WPP’s GroupM, Essence has won the integrated media mandate of beauty brand Plum in India. Essence will work on this mandate out of their Mumbai office. 

    As a part of this partnership, Essence will manage strategy, media planning and media activation for Plum’s brand marketing activities. With its pioneering expertise in data, technology and creativity, the agency will help scale the brand across categories and drive enhanced return on investment.

    With over 180 SKUs, Plum has steadily built its customer base on both online and offline platforms. In addition to being among the top new-age beauty brands online, Plum now reaches over 250 towns and cities in India, through more than 1,000 assisted outlets and over 10,000 unassisted outlets – growing month-on-month. It is also one of the fastest-growing beauty and personal care brands on key online marketplaces.

    Now it joins Essence’s diverse portfolio of clients across its Bengaluru, Delhi and Mumbai offices, covering a mix of high-growth, technology-driven startups as well as established local and global companies. Since Essence’s entry into India in 2016, the agency has seen an increasing demand by companies for its transformational data-driven approach to marketing, unified use of media and creativity to deepen relationships with consumers, and expertise in accelerating brand and business growth.

    Speaking of this association, Plum chief marketing officer Shivani Behl said, “Consumer behaviour is ever-evolving, and reaching out to the new-age digital consumer is a process that involves constant learning and feedback. With this context, it is imperative to keep a keen eye on data, and expand our reach to newer audiences and cater to the ever-changing demands of our existing ones. Hence, collaborating with Essence to leverage their expertise in technology, media and marketing was a logical next step. We are looking forward to this association and we hope it helps us in achieving the business vision we have chalked out for ourselves.” 

    Essence India managing director Sonali Malaviya commented, “Plum is an exciting, fast-growing and purpose-driven beauty brand, which shares Essence’s commitment to data-driven growth and marketing that adds value to people’s lives. Leveraging our cutting-edge use of analytics and technology, we are looking forward to collaborating with the team at Plum as its strategic partner, to help create new growth opportunities for the brand and the business.”

  • Health insurance platform Plum appoints Mukul Kanchan as its head of finance

    Health insurance platform Plum appoints Mukul Kanchan as its head of finance

    Mumbai: Plum, an employee health insurance platform, has appointed Mukul Kanchan as its head of finance. Mukul has assumed charge from June 2022 and will be working closely with the founders to solve complexities as the business scales up at a faster clip. Mukul will support scaling the business with sustainability, building financial prudence and robustness, acquisition initiatives, and fundraising. He will also strengthen risk management practices and compliances at Plum.

    Mukul is an investment banker and a private equity investment professional. He comes with over 16 years of experience in leading finance, M&A and business development functions in prominent start-ups and global corporations such as Clix Capital, D. E. Shaw & Co, E&Y and Aten Capital among others. In his earlier role as CFO at Clix, Mukul drove the acquisition of GE Capital India entities in 2016 which was later renamed as Clix, simplified the legal entity structure of the group, drove M&As and partnerships, and led the overall finance function.

    On his new role as head of finance at Plum, Mukul Kanchan said, “In a world of high-growth tech start-ups, a finance leader must become a strategic partner to their CEOs. From staying conservative to displaying aggression, from valuing cost-cutting to chasing opportunity cost, from controller to being an enabler, and from playing by the book to writing a new playbook, the new age finance leaders must act as a catalyst for growth and aspire to change the game.”

    Plum co-founder and CEO Abhishek Poddar said, “Mukul is a highly adept finance leader and will be an invaluable asset to Plum’s leadership team. Having worked at some of the most robust financial services organisations, not only does he bring the expertise needed to run our finance function, he also has a critical understanding of what it takes to drive growth and operational excellence. Having worked with Mukul for some time now, I have experienced his superior intellect and leadership abilities and am excited to work closely with him as we execute the next phase of Plum’s journey.”

  • D2C brand Plum ropes in Mithila Palkar as brand ambassador

    D2C brand Plum ropes in Mithila Palkar as brand ambassador

    Mumbai: Homegrown beauty and personal care brand Plum on Thursday announced that it has signed actor Mithila Palkar as its first-ever brand ambassador. 

    Starting her acting career in 2014, Mithila is known for a wide variety of roles that she has portrayed in films and web series.  She is also a popular singer. “Being one of the most vivacious and spirited actresses, Mithila exemplifies the girl-next-door image and will appear in key Plum campaigns across digital media,” said the brand in a statement.

    “Plum is a youthful brand that resonates with the confident woman of today. So, onboarding a millennial youth icon like Mithila Palkar seemed to be a natural fit. She reflects Plum’s values of being honest and real,” stated Plum CEO and founder Shankar Prasad. “Our association with her is a step towards strengthening the connection with our customers and reaching out to millions of more women who will emotionally associate with our brand and love using our products.”

    One of the fastest growing BPC brands in the online space, Plum is available on e-commerce marketplaces such as Amazon, Flipkart, Nykaa and Purplle and in over 250 towns and cities in India, through 900+ assisted retail outlets, and over 10,000 unassisted outlets, said the statement. The brand recently won the Best Vegan Cosmetics award at the PETA India’s Vegan Fashion Awards.

    “I deeply resonate with the philosophy of the brand and their unique approach towards creating products which are truly good for your skin,” said Mithila Palkar. “In Plum, I have found my partner, which provides an authentic, dependable, efficacious, and delightful experience in skincare. I am truly glad to be associated with them.” 

  • Plum bolsters leadership team with two new appointments

    Plum bolsters leadership team with two new appointments

    Mumbai: Beauty brand Plum has bolstered its leadership team as it plans to deepen its omnichannel network across geographies, expand its product offering across newer segments and drive business transformation. The company has brought on board Shivani Behl as chief marketing officer and Gaurav Sarda as chief financial officer.

    The new appointees will work closely with founder and CEO Shankar Prasad to further accelerate the growth of brand Plum, said the statement.

    “We are thrilled to welcome Shivani and Gaurav to our core leadership team as we embark on our next phase of growth,” said Prasad. “Their values, skills, and expertise will complement the functional strength of our current top leadership team. Together, we look forward to shaping the company into something we all can be proud of.”

    Behl brings with her over 15 years of diverse experience across sales and marketing and has worked on building iconic brands across retail, FMCD, and beauty industries. She has held leadership positions at Lakme Lever, Shoppers Stop, and Reliance Brands.

    At Plum, she will be responsible for scaling growth across the levers of brand and marketing, partnerships, community culture and engagement, and product innovation. “It is an interesting juncture for D2C beauty brands and Plum in particular. I believe Plum’s potential is unlimited, and look forward to working with the entire Plum team to build and accelerate the brand’s momentum in the months and years to come,” stated Behl.

    Sarda has rich experience of more than 14 years, he last served at Marico Ltd as head – manufacturing commercial. At Plum, he will work closely with the rest of the senior leadership team to drive and grow the company’s financial and development strategy. “As the company continues to scale, I look forward to leveraging my background to implement the next phase of operational excellence and further strengthen the strong financial foundation, aligning it to the rapid growth and enabling overall business excellence,” said Sarda on his new role.