Plum BodyLovin’ Unveils AI Film for Vanilla Caramello Lotion

Plum BodyLovin’ is turning heads (and noses) with its wild new campaign for the cult-favourite Vanilla Caramello Body Lotion - a lotion so loved, it’s officiallyIndia’s Most Wanted.

Charge 1: Smelling dangerously droolworthy.
Charge 2: Serving deep, yum moisture that leaves skin criminally soft.

Formulated with rich cocoa butter & Vitamin B5 and scented with salted caramel, warm vanilla, and nutty pistachios, the lotion has officially earned its most wanted title — with one bottle sold (or shall we say smuggled?) every 60 seconds across India.

A Manhunt Like No Other

Kicking off with a first-of-its-kind AI-generated film, Plum BodyLovin’ has taken the “Most Wanted” concept and turned it into a full-blown, tongue-in-cheek chase. The ad is an unapologetically over-the-top parody of dramatic police chases — except here, the “criminal” in question is a lotion that smells so good, people can’t stop chasing it.

Owning its AI roots with flair, the film doesn’t pretend to be real — instead, it celebrates the absurdity of it, complete with larger-than-life dialogues, slow-motion cop drama, and the kind of “dangerously good” energy that only Plum BodyLovin’ could pull off.

Of course, they took it one step further and even made cheeky BTS of the AI generated film! 

Beyond Digital: The Heist Spreads Nationwide

The campaign goes truly 360° — with cheeky OOH creatives, multi-city “Most Wanted Heists” featuring top content creators, comedians like Archana Puran Singh, Kullu a.k.a Aaditya, Sufi Motiwala, and customers taking the chase offline.

Consumers can even get in on the action through BlinkIt, where they’ll receive mini “seized samples” of the Vanilla Caramello Body Lotion — complete with evidence tags inside mini-investigation bags.

Influencers are stepping into detective mode with this interactive, mystery-themed with this hamper. Styled as a “detective evidence box,” the kit invites them to solve a playful case, discovering clues and “proof” that Vanilla Caramello might just be guilty of smelling too good. It transforms ordinary unboxing into a fun, immersive experience that’s a notch above the usual hampers.

And the chase doesn’t stop online, Plum BodyLovin’ is taking the madness to campuses across India with fun, interactive college activations that have students joining the “Most Wanted” manhunt, one droolworthy clue at a time!

Stuti Sethi, Brand Lead, Plum BodyLovin said, “This campaign is pure, unapologetic fun. Vanilla Caramello has become a cult obsession, so we decided to treat it like the runaway star it is — complete with cops, chaos and caramel. We’ve made a body lotion feel like pop culture, and that’s the kind of storytelling we live for at Plum BodyLovin’.”