D2C brand Plum ropes in millennial sensation Mithila Palkar as brand ambassador

Mithila Palkar x Plum

India, January 27th 2022: Plum – India’s first 100% vegan & cruelty-free beauty and personal care brand, today announced that it has signed actress Mithila Palkar as their brand ambassador. 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. This will be the first time that Plum is getting a brand ambassador on board.

One of the fastest-growing BPC brands in the online space, Plum has carved a mark for itself in the retail market as well. Not only is it among the top brands on key eCommerce marketplaces such as Amazon, Flipkart, Nykaa and Purplle, but the brand also is today available in over 250 towns and cities in India, through 900+ assisted retail outlets, and over 10,000 unassisted outlets – growing month-on-month. Recently, the brand also won the Best Vegan Cosmetics award at the PETA India’s Vegan Fashion Awards.

Starting her acting career in 2014, Mithila is known for the wide variety of roles that she has portrayed in movies and web series such as Chopsticks (A Netflix Original film), and Karwaan. She rose to fame after her roles in the popular web series Little Things and Girl in the City. She is also a popular singer. In 2016, a YouTube video featuring her performing the popular Marathi song Hi Chal Turu Turu (sung originally by Jaywant Kulkarni) in the cup song style went viral with more than 6 million views.

Commenting on the announcement, Shankar Prasad, CEO and founder at Plum, said – “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. 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. We are confident that her voice will inspire them to be comfortable in their skincare and beauty choices and we couldn’t be more thrilled to have her as the face of Plum.”

On being the brand’s first ambassador, actress Mithila Palkar shares, “I’m really excited to be the face of a brand like Plum that believes in spreading so much goodness around the world. I deeply resonate with the philosophy of the brand and its unique approach towards creating products that are truly good for your skin. 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.”