Actor Rashmika Mandanna, who primarily works in Telugu, Kannada, and Tamil films and recently made her Bollywood debut with Goodbye alongside Amitabh Bachchan, had the initials of her Instagram username reversed. Fans were convinced that her profile was hacked and this move from the actor stirred conversations all around.
Soon, the actor took to her Instagram story to shed light on the matter and revealed that it was a part of a campaign called Plum Project Blackboard.
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Plum claims to be India’s first 100% vegan beauty brand and goes with the tagline of “Goodness that Delivers”. The brand says that it “believes people look the prettiest in the skin they were born in. Plums are formulated with love to protect, repair, nourish - and delight, using some of the richest sources of natural nutrients, in sync with ‘good science’. We're also.”
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Mandanna is the brand ambassador of the brand. Other brand ambassadors of Plum include actors Mithila Palkar and Ananya Panday.
What Is Plum's Project Blackboard?
The Project Blackboard by Plum is a collaboration with India's leading independent child rights' NGO, Save the Children which claims to have impacted the lives of over 14 million children across 16 states. “When one girl goes to school, a billion Indians leap ahead, With this thought, we have launched Project Blackboard, an initiative to educate the girl child,” says the brand. Every time you choose to purchase a Plum product, a part of the proceeds goes towards girl child education.
The brand released a video to launch the project which begins with girls reading the traditional multiplication tables forming a musical backdrop as the scene opens to an empty classroom and takes you through an empty school. As a part of the campaign, the brand along with Mandanna flipped text on their social media handles for a day to show how little girls feel when they don't know how to read. “This is how little girls feel when they don’t know how to read. Plum goodness is on a mission to change that,” wrote Mandanna on her Instagram story.
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Speaking about the project, the chief marketing officer of Plum Shivani Behl said, “With Project Blackboard we wish to further solidify our intent to add value to people’s lives and especially the girl child, who holds the key to a happier future for all of us. The campaign intends to bring to light the multiplier effect of girl child education and the simple joy of seeing children learn in school.”