MAM
Plum Bodylovin’ debuts India’s first scented billboard at Cyber Hub
MUMBAI: Plum Bodylovin’ just made advertising history. Teaming up with SW Network, the brand has unveiled India’s first-ever scented billboard at Gurugram’s Cyber Hub, turning the traditional ad space into an immersive, fragrance-driven experience.
The show-stopping installation showcases Plum Bodylovin’s award-winning ‘Vanilla Caramello Body Lotion’, winner of the Elle Beauty Awards 2024 for best body moisturiser. But this is no ordinary ad—it’s a full-sensory experience that invites passersby to inhale the delicious blend of creamy vanilla, salted caramel, and nutty pistachios & almonds. The fragrance is a sweet but balanced treat, designed for those moments when you want to feel luxurious yet at ease.
SW Network co-founder Raghav Bagai described the campaign’s impact, “We set out to revolutionise brand experience by moving beyond just visual engagement into the powerful realm of scent. The immediate and enthusiastic response from visitors confirmed our vision for this innovative campaign.”
From the moment visitors stepped into the activation, they were enveloped in the dessert-like aroma of Vanilla Caramello, proving that body lotions can be as fun and indulgent as your favourite sweet treats. Many stopped in their tracks, describing the fragrance as reminiscent of freshly baked desserts and gourmet confections. And for those who can’t get enough, Plum Bodylovin’ has expanded this addictive fragrance into a full body care range, complete with an Eau de Parfum.
Plum Bodylovin’ brand lead Stuti Sethi highlighted the strategic importance of the activation, “Fragrance has always been central to Plum Bodylovin’s identity, and Vanilla Caramello Lotion exemplifies this commitment. This installation transforms traditional advertising into an unforgettable sensory moment, allowing consumers to experience our signature scent in a way never done before.”
This bold initiative cements Plum Bodylovin’s reputation as a leader in experiential marketing, while SW Network continues to push creative boundaries. With this scented billboard, the brand is creating moments, memories, and a whole new standard for consumer engagement in the beauty industry.
Digital
OpenAI’s Stargate lead Peter Hoeschele exits with two senior leaders
Trio behind compute push set to join new startup amid leadership reshuffle
SAN FRANCISCO: Peter Hoeschele, a key figure behind OpenAI’s early Stargate data centre initiative, has exited the company, according to a report by The Information.
The departure is part of a broader leadership shift, with two other senior executives, Shamez Hemani and Anuj Saharan, also set to leave in the coming days. All three are expected to join the same new startup, although details about the venture remain under wraps.
The trio played a central role in OpenAI’s Stargate effort, an initiative aimed at building large-scale data centre capacity in-house to reduce reliance on external infrastructure providers. Their exits mark a notable moment for the company’s compute strategy as it continues to scale rapidly.
OpenAI spokesperson said in a statement to The Information, “We’re grateful for the contributions Peter, Shamez, and Anuj have made to OpenAI and wish them the very best in what comes next.” The company also pointed to the recent appointment of Sachin Katti to lead its industrial compute organisation, signalling continuity in its infrastructure roadmap.
OpenAI has indicated that it does not plan to directly replace Hoeschele’s role, suggesting a possible restructuring of responsibilities within the team.
As competition intensifies in the race to build next-generation AI systems, leadership changes in core infrastructure teams are likely to draw close attention. For now, the spotlight shifts to what this departing trio builds next, and how OpenAI adapts as it scales its ambitions.
