Mumbai, 06th April, 2026: Plum BodyLovin’ is stepping into a new era. With a refreshed identity, reimagined packaging and a larger-than-life partnership with PVR INOX, the brand is taking its playful, sensorial world of bodycare straight to the big screen.
As the official bath & body partner for The Drama, one of the most anticipated international releases of the year starring Zendaya and Robert Pattinson, the collaboration is built on a shared idea. Two moments, both unapologetically dramatic, arriving at the same time.
The film brings together an unexpected on-screen pairing, layered with twists, turns and just the right amount of chaos. BodyLovin’ 2.0 mirrors that same energy. Its new fragrance worlds are rooted in contrast and surprise. Think ‘Boardroom in Bora Bora’, ‘Petals on the Rocks’, ‘Matcha, But Disco’ and ‘Tropic of Discussion’. Worlds where nothing should work together but somehow does. Much like the film, it is all about unlikely combinations that steal the show.
Each collection is designed as a full routine, with a body lotion, shower gel and body mist, built to layer, play and linger.
The campaign carries this idea across every touchpoint. From a high-energy premiere experience and in-theatre integrations to brand films and visuals lighting up PVR INOX screens across the country, including large-format video walls and a partner slate before the film begins. A network of 40+ influencers extends the story across pre and post launch phases, ensuring the drama doesn’t end when the credits roll. It simply invites you to Play Some More.
Speaking about the partnership, Stuti Sethi, Brand Lead, Plum BodyLovin’, said, “Both the film and our relaunch are rooted in drama, unexpected pairings, bold twists, and moments that grab attention. That’s exactly what BodyLovin’ 2.0 is about. Partnering with PVR INOX and The Drama allowed us to bring that shared energy to life, not just on screen, but on shelves and in culture.”
Vijit Malviya, Senior Marketer, PVR INOX, added, “With The Drama, we’re telling a story rooted in individuality and self expression. At PVR INOX Pictures, that made our collaboration with Plum BodyLovin’ feel like a natural fit. It brings together a narrative and a brand that both celebrate being unapologetically yourself, allowing the story to flow seamlessly from the screen into culture.”
With The Drama releasing on 3rd April, and Plum BodyLovin’ 2.0 launching alongside it, the collaboration unfolds across select PVR INOX theatres nationwide. It is a moment where what you watch and what you wear meet, and both bring the drama.
