Mumbai: Plum has unveiled a powerful new campaign for its best-selling 10% Niacinamide Face Serum with Rice Water, featuring none other than fitness icon and barefoot marathoner Milind Soman. The campaign, centered on the core belief that “right efforts lead to bright results,” highlights the importance of discipline and consistency—whether in skincare or fitness.
In the brand film, Milind begins mid push-up, making a clear statement: glowing skin, like peak fitness, doesn’t come from shortcuts. The scene then transitions to Plum’s futuristic lab, where Milind, now in a lab coat and safety glasses, walks the audience through the hero ingredients—Niacinamide, Rice Water, Squalane, Caffeine, and a strong dose of effort.
Clinically tested and trusted by millions, Plum’s 10% Niacinamide Serum is designed to reduce spots and marks and deliver visibly clearer, brighter, and even-toned skin with regular use—something Milind himself endorses as he applies the product during the film.
Shankar Prasad, Founder & CEO, Plum, shared, “In a world chasing shortcuts, we wanted to spotlight the power of process. 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.”
Milind Soman, reflecting on the collaboration, 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 reiterates a simple yet impactful message: in both skincare and life, it’s the right efforts that lead to the brightest results.
