Pilgrim, one of India's fastest-growing clean beauty brands has launched its latest campaign called 'Nani Ka Secret'. The digital film-led campaign features brand ambassador Rashmika Mandanna and spotlights the brand's bestselling Pilgrim Advanced Hair Growth Serum with Korean black rice.

The Advanced Hair Growth Serum was first launched in 2021 and has grown into one of the brand's most popular haircare products, so much so that one bottle is sold every five minutes.

*Based on a clinical study conducted on 36 males and females presenting hair loss. Individual results may vary depending on age, gender and underlying medical conditions.

Introducing the hero – Korean Black Rice

At the centre of the campaign is Korean Black Rice, a hero ingredient widely recognised in Korean beauty traditions for its nourishing and strengthening properties. Pilgrim highlights the ingredient as part of its broader philosophy of travelling the world to discover effective beauty ingredients and combining them with dermatologically tested formulations suited for modern consumers. Here's how the products looks like.

Elated about the product and going down memory lane, Konark Gaur, Chief Marketing Officer at Pilgrim, said, "In India, many of us grew up asking our grandmothers for the secret to beautiful hair. Korean Black Rice has long been revered in Korean beauty traditions, much like how a 'nani' represents trusted wisdom in our homes. With this campaign, we wanted to bring that idea to life with a cheeky nod to our roots while highlighting the science-backed formulation behind the product. Bringing Rashmika, who has won the hearts of audiences across the country, into this campaign made the narrative even more special for us."

Blending cultural nostalgia with global beauty traditions

Diving back straight to the roots, the campaign reinstates the belief in India that thick, beautiful hair often comes from a trusted 'Nani Ka Secret'. The brand has gone a step further by introducing an unexpected global twist inspired by Korean beauty traditions.

The campaign film unfolds into a beautiful scenario probing into a grandmother's beauty secret and gradually evolves into an unexpected Korean connection. Pilgrim has made headlines for blending global beauty traditions with contemporary routines, leveraging the underlying emotional connect with consumers and this time it's no different. It will continue to serve its customers in the best way possible.