Plum X Nykaa

Category
Brand Activation
Category
Brand Activation
About the Client

Plum is a beauty and personal care brand known for its clean, conscious and cruelty-free products. With a youthful personality and a strong digital presence, the brand focuses on creating relatable, engaging experiences for its growing consumer community.

To celebrate its 12th birthday, Plum partnered with Nykaa to bring the celebration directly to employees at the Nykaa corporate office through an interactive workplace activation.

Objective

The objective was to create a lively and memorable birthday celebration that would:

  • Strengthen Plum’s presence within the Nykaa workplace
  • Encourage active employee participation
  • Build stronger engagement through interactive experiences
  • Create organic and shareable brand moments
  • Extend the excitement of Plum’s birthday beyond conventional branding
The Core Idea: Turn Plum’s birthday into a celebration everyone could participate in.

Instead of creating a passive brand display, the activation was designed as an experiential playground where employees could create, play, interact and capture memorable moments.

Building on the success of the previous activation, the experience introduced fresh engagement formats that reflected Plum’s fun, youthful and approachable personality.

Design Process

The design approach focused on creating a vibrant, welcoming and brand-led environment within the corporate office.

Each interaction was planned to offer a different form of engagement:

  • Creativity through the DIY craft station
  • Excitement and spontaneity through the Human Slot Machine
  • Social interaction and content creation through the interactive photo booth

Plum’s visual language was integrated across the activation to maintain consistency while ensuring that every touchpoint felt playful, energetic and celebration-ready.

Execution

Crewtangle designed and executed the activation at the Nykaa corporate office on 9th July.

The experience featured three key engagement zones:

DIY Craft Station

A hands-on creative space where employees could personalise and create their own crafts, giving them a meaningful takeaway from the celebration.

Human Slot Machine

A life-sized interactive game designed to generate excitement, encourage participation and bring an element of surprise to the workplace.

Interactive Photo Booth

A branded photo experience that allowed employees to pose, interact and capture shareable memories from the celebration.

The complete activation was managed from conceptualisation and spatial planning to fabrication, branding, installation and on-ground execution.

Results

The activation successfully transformed Plum’s 12th birthday into an engaging workplace experience that encouraged participation over passive brand visibility.

Project Outcomes

  • Successfully designed and executed end-to-end workplace brand activation at the Nykaa corporate office.
  • Created 3 interactive engagement zones—the DIY Craft Station, Human Slot Machine, and Interactive Photo Booth—offering employees multiple ways to engage with the brand.
  • Delivered 360° execution, including concept development, spatial planning, fabrication, branding, installation, and on-ground event management.
  • Maintained a consistent Plum brand experience across every activation touchpoint, reinforcing the brand’s youthful, playful, and approachable personality.
  • Introduced new experiential formats compared to the previous activation, keeping the celebration fresh and encouraging repeat engagement.
  • Turned a milestone celebration into a memorable brand experience by combining creativity, play, and social interaction within the workplace.
Takeaway

The Plum x Nykaa birthday activation demonstrated how workplace celebrations can move beyond traditional décor and gifting to become immersive brand experiences.

By combining creativity, play and content creation, Crewtangle helped Plum celebrate its milestone in a way that was participative, memorable and true to the brand.

A birthday celebration that employees did not simply attend, but actively became a part of.