Mumbai, August 12, 2024 — Pilgrim, a leading Indian beauty and personal care brand, has announced Rashmika Mandanna as its new brand ambassador for its hair care range. This collaboration aligns with Pilgrim’s latest brand campaign, which highlights their philosophy: “The Secret Is In The Mix.”
Rashmika Mandanna, known for her widespread appeal and popularity, embodies the youthful energy that Pilgrim represents. Her partnership with the brand underscores Pilgrim’s commitment to innovation and effective beauty solutions, particularly tailored for the Gen Z audience. Rashmika’s selection as the ambassador reflects Pilgrim’s dedication to blending cutting-edge technology with high-quality ingredients.
The campaign features Rashmika leading a group of women, symbolizing the trend-following behavior prevalent today. It emphasizes that while people often chase the latest trends, the true efficacy of beauty products lies in the careful combination of ingredients. This concept is encapsulated in Pilgrim’s new tagline: “The Secret Is In The Mix.”
The campaign showcases Pilgrim’s flagship products, including the Patua & Keratin Smoothening Shampoo and the Hair Growth Serum. The Patua & Keratin Smoothening Shampoo is highlighted for its ability to deliver ten times smoother hair in a single wash, while the Redensyl and Anagain Advanced Hair Growth Serum is noted for stimulating new hair growth within 28 days.
Gagandeep Makker, Co-founder of Pilgrim, expressed his excitement about the partnership: “Rashmika perfectly represents our brand’s spirit as we enter a new phase of growth. This collaboration marks a key milestone for us, as we continue to innovate and provide exceptional hair care solutions. Rashmika’s association with us reflects our commitment to serving dynamic consumers and achieving new heights in the beauty industry.”
Rashmika Mandanna added, “Hair care is about more than just using the right ingredients; it’s about how they’re combined. This campaign highlights the magic of expertly blending ingredients to achieve real results. Pilgrim’s products masterfully integrate natural and active elements, and I am excited to share these transformative hair care solutions with everyone.”
About Pilgrim
Founded in 2019, Pilgrim offers over 200 products in haircare, face care, makeup, and fragrance. The brand serves customers across more than 10,000 locations in India and is available online and in stores, including its website and major e-commerce platforms like Amazon, Nykaa, and Flipkart.
Supported by investors such as Fireside Ventures, Vertex Ventures, and Narotam Sekhsaria Family Office, Pilgrim is rapidly expanding. The company serves 700,000 clients monthly and aims to achieve a 1000 crore ARR by 2025.