Key Pointers

•  Pilgrim launches its new marketing campaign ‘Nani Ka Secret’ starring Rashmika Mandanna

•  Marketing campaign promotes Pilgrim Superior Hair Development Serum with Korean black rice, one of many model’s bestselling merchandise

•  The digital movie attracts on the nostalgic concept of a grandmother’s trusted magnificence secret, blended with international magnificence traditions

MUMBAI, India, March 17, 2026 – Pilgrim, one among India’s fastest-growing clear magnificence manufacturers has launched its newest marketing campaign referred to as ‘Nani Ka Secret’. The digital film-led marketing campaign options model ambassador Rashmika Mandanna and spotlights the model’s bestselling Pilgrim Superior Hair Development Serum with Korean black rice.

The Superior Hair Development Serum was first launched in 2021 and has grown into one of many model’s hottest haircare merchandise, a lot in order that one bottle is bought each 5 minutes.

*Primarily based on a medical research performed on 36 women and men presenting hair loss. Particular person outcomes might fluctuate relying on age, gender and underlying medical situations.

Introducing the hero – Korean Black Rice

On the centre of the marketing campaign is Korean Black Rice, a hero ingredient broadly recognised in Korean magnificence traditions for its nourishing and strengthening properties. Pilgrim highlights the ingredient as a part of its broader philosophy of travelling the world to find efficient magnificence substances and mixing them with dermatologically examined formulations fitted to fashionable shoppers. Right here’s how the merchandise appears like.

Elated in regards to the product and taking place reminiscence lane, Konark Gaur, Chief Advertising Officer at Pilgrim, stated, “In India, many people grew up asking our grandmothers for the key to stunning hair. Korean Black Rice has lengthy been revered in Korean magnificence traditions, very similar to how a ‘nani’ represents trusted knowledge in our houses. With this marketing campaign, we wished to convey that concept to life with a cheeky nod to our roots whereas highlighting the science-backed formulation behind the product. Bringing Rashmika, who has gained the hearts of audiences throughout the nation, into this marketing campaign made the narrative much more particular for us.”

Mixing cultural nostalgia with international magnificence traditions

Diving again straight to the roots, the marketing campaign reinstates the assumption in India that thick, stunning hair typically comes from a trusted ‘Nani Ka Secret’. The model has gone a step additional by introducing an sudden international twist impressed by Korean magnificence traditions.

The marketing campaign movie unfolds into a ravishing state of affairs probing right into a grandmother’s magnificence secret and regularly evolves into an sudden Korean connection. Pilgrim has made headlines for mixing international magnificence traditions with modern routines, leveraging the underlying emotional join with shoppers and this time it’s no totally different. It should proceed to serve its clients in one of the simplest ways doable.

The marketing campaign is at present stay throughout Instagram, Fb, and YouTube and accessible in Hindi and regional languages. The marketing campaign will even be amplified via OTT platforms and Out of doors placements in choose metro cities as a part of an built-in advertising and marketing rollout. It should additionally characteristic on OTT platforms and can be positioned outdoor in chosen metro cities for fetching most eyeballs.

About Pilgrim

Pilgrim is a pioneering digital-native magnificence model redefining India’s magnificence panorama. Launched in 2020, the model has rapidly captured the eye of contemporary shoppers with its revolutionary method centered on globally impressed substances.

Pilgrim’s philosophy centres on discovering magnificence secrets and techniques from around the globe and mixing them with cutting-edge science to create efficient, accessible merchandise. The model’s portfolio contains 250+ merchandise throughout skincare, haircare and color cosmetics, accessible via its web site, app and main e-commerce platforms.

Constructed on transparency and high quality, Pilgrim has served over 10 million clients and continues to broaden into worldwide markets together with the US, the Center East and Southeast Asia.

With a gross Annual Run Fee (ARR) exceeding ₹1000 crore and a quickly increasing retail presence, Pilgrim is poised for continued progress.

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