Plum X Nykaa

Category
Brand Activation
Category
Brand Activation
About the Client

Plum, one of India’s leading vegan beauty and personal care brands, partnered with Nykaa to create an engaging on-ground brand experience at Nykaa’s corporate office in Mumbai.

Designed and executed by Crewtangle, the activation transformed the workplace into an interactive engagement zone, encouraging employees to step away from their routines and connect with the brand through fun, creativity, and shared experiences.

The Objective

The objective was to create an engaging workplace activation that would:

  • Increase brand interaction among employees
  • Encourage participation through simple and enjoyable activities
  • Create memorable experiences associated with the brand
  • Drive engagement in a natural and non-intrusive way
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 through interactive moments.

Rather than focusing solely on product displays, the activation invited participants to engage through activities that encouraged play, self-expression, and friendly competition. Every touchpoint was designed to spark curiosity, create conversations, and leave behind positive brand associations.

By combining playful experiences with meaningful interactions, the activation transformed a regular workday into a memorable brand moment.

The Design Process

The experience was carefully curated to ensure participation felt effortless and enjoyable.

Each element was designed to offer:

  • Easy accessibility
  • High engagement value
  • Interactive participation
  • Shareable moments

The focus was on creating an environment that encouraged employees to engage at their own pace while maintaining excitement throughout the day.

Execution: Engagement Through Interaction

The activation featured a series of interactive experiences that kept participation levels high:

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

Together, these activities created a lively atmosphere where employees could connect, compete, create, and capture memorable moments.

Results & Impact

  • Generated strong employee participation throughout the activation
  • Increased brand interaction through activity-led engagement
  • Encouraged organic conversations and social sharing
  • Created memorable experiences within a corporate environment
  • Strengthened brand recall through meaningful participation
Key Takeaway

Great workplace activations aren’t about interrupting routines—they’re about enhancing them.

By combining engaging activities with thoughtful execution, Crewtangle helped Plum and Nykaa create an experience that encouraged employees to play, create, connect, and engage with the brand in an authentic and memorable way.