Plum, a vegan beauty and personal care brand, has brought in actor Rashmika Mandanna as its brand ambassador.
She has also invested in the brand.
Plum’s relationship with Mandanna is expected to further cement its position as a fan favourite and create new pathways for customer acquisition, especially with the Gen Z and millennial audiences in India.
The brand also plans to launch campaigns featuring the actor, with an aim of making deeper inroads into the Indian beauty market.
Shankar Prasad, CEO, and founder, Plum, said, “We are delighted to have Rashmika on board as we look forward to reinforcing our brand connect with consumers. She is a popular youth icon and fits very well with the brand ethos of Plum, with her real, approachable persona. This partnership is an important milestone as we continue to build Plum into a lovable brand that stands for keeping things clean, real and good.”