The film underlines how sustained effort brings real results—be it in skincare or fitness.
Skincare brand Plum has launched a new campaign film for its 10% Niacinamide Face Serum with Rice Water, starring fitness icon Milind Soman. The campaign underscores the message: consistent effort leads to visible, long-term results-whether it’s glowing skin or physical well-being.
The ad opens with Soman doing push-ups, reinforcing the theme that nothing worthwhile comes easy. He then transitions into Plum’s lab, donning a coat and safety glasses, to explain the power behind the serum’s 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 of Plum. “This campaign is about celebrating effort, honesty, and the importance of the right chemistry in skincare. Milind embodies that perfectly-clarity, consistency, and dedication. Just like our serum, which is built on honest, effective ingredients that deliver results-when you stay committed.”
Echoing the sentiment, Milind Soman shared, “Plum’s philosophy spoke to me. Skincare, like fitness, isn’t about overnight change. It’s about the routine, the discipline, and sticking with it for the right reasons. That’s what makes this campaign real.”
The film aligns with Plum’s broader brand ethos: thoughtful, science-backed skincare that rewards effort—not shortcuts.
