Plum has released a new campaign film for its 10% Niacinamide Face Serum with Rice Water, featuring fitness advocate and marathon runner Milind Soman. The campaign focuses on the theme ‘right efforts = bright results’, drawing a parallel between skincare and fitness routines.
The film begins with Soman in the middle of a push-up, emphasising the importance of consistent effort over superficial promises. He then appears in a laboratory setting, dressed in a lab coat and safety glasses, outlining the serum’s key ingredients: Niacinamide, Rice Water, Squalane, Caffeine, and what the campaign describes as “a whole lot of effort”.
Plum states that the 10% Niacinamide Face Serum is designed to reduce spots and marks, and promote clearer, more even-toned skin with regular use. The product is described as both clinically tested and supported by customer feedback.
“In a world chasing shortcuts, we wanted to spotlight the power of process,” said Shankar Prasad, Founder & CEO, Plum. “This campaign is about celebrating effort, honesty, and the need for the right chemistry in skincare. Milind Soman felt like the perfect embodiment of the message - he stands for clarity, consistency, and working hard to get to a place of brilliance. Our 10% Niacinamide Serum is built on the same foundation: simple, honest, yet powerful ingredients that work - when you do.”
Commenting on the collaboration, Soman said, “Plum’s approach to skincare really resonated with me. It’s not about overnight miracles - it’s about the everyday routine, the discipline, and doing it for the right reasons. That’s what makes this campaign real.”
The campaign highlights the message that consistent effort, both in skincare and in broader life contexts, leads to meaningful results.
