Plum highlights 'Right efforts lead to bright results' in new ad with Milind Soman

Plum has released a campaign film for its 10% Niacinamide Face Serum with Rice Water, featuring fitness icon Milind Soman. The campaign highlights the idea that consistent effort delivers real results, whether it’s healthy skin or fitness.

The film opens with Milind doing push-ups, delivering a clear message: real results require effort. He then enters Plum’s lab, puts on a lab coat and safety glasses, and explains the serum’s key ingredients—Niacinamide, Rice Water, Squalane, and Caffeine.

“In a world chasing shortcuts, we wanted to spotlight the power of process,” said Shankar Prasad, founder and 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.”

Sharing his thoughts on the collaboration, Milind 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.”