Plum X Tira

About the Client

Plum, one of India’s leading vegan beauty and personal care brands, partnered with Tira to create an engaging on-ground brand experience at the RISE Worldwide office in One BKC, Bandra Kurla Complex, Mumbai.

Designed and executed by Crewtangle, the activation transformed a regular workday into an interactive and memorable experience, helping the brand connect with employees through a series of fun, participation-led activities.

The Objective

The objective was to create a lively and engaging brand touchpoint that would:

• Increase brand interaction in a corporate environment
• Encourage participation through fun and accessible activities
• Create memorable moments associated with the brand
• Foster meaningful engagement through shared experiences

The Core Idea: Play with Chemistry, Create & Connect

The experience was built around the idea of “Play with Chemistry”—bringing together fun, creativity, and connection in a way that felt effortless and engaging.

Instead of a conventional brand showcase, the activation encouraged employees to interact, participate, and create memorable moments through a mix of playful challenges and hands-on experiences. Every touchpoint was designed to spark conversations, encourage participation, and create positive associations with the brand.

By blending play, creativity, and connection, the experience transformed an ordinary workday into something people genuinely wanted to be a part of.

The Design Process

The experience was carefully curated to balance engagement with accessibility.

Each activity was selected to ensure:

• Easy participation
• Broad audience appeal
• High engagement value
• Social sharing opportunities

The goal was to create an environment where employees could seamlessly step away from their desks, engage with the brand, and enjoy the experience at their own pace.

Execution: Engagement Through Interaction

The activation featured a variety of experiences designed to keep energy levels high throughout the day:

• Bowling challenges
• Dart games
• DIY charm-making stations
• Photo booth moments

Each activity offered a unique way for participants to engage, ensuring there was something for everyone while maintaining a consistent sense of fun and excitement.

Key Takeaway

The most effective brand experiences don’t always come from complex storytelling—they come from creating moments people enjoy being part of.

By combining simple yet engaging activities with thoughtful execution, Crewtangle helped Plum and Tira create an experience that encouraged employees to play, create, connect, and most importantly, remember the brand long after the event ended.