Pilgrim has launched a new campaign titled ‘Nani Ka Secret’, featuring actor Rashmika Mandanna, to promote its haircare range.
The campaign draws on a familiar cultural insight in Indian households—the traditional haircare advice often passed down by grandmothers—and connects it with the brand’s modern haircare formulations, including its hair growth serum.
Positioned around the idea of 'Nani ke Nuske,' the campaign seeks to evoke nostalgia while introducing the product to younger consumers. Through this approach, the brand attempts to place its offering at the intersection of traditional beauty practices and contemporary haircare science.
Conceptualised as a digital-first initiative, the campaign uses Mandanna’s appeal among younger audiences while aligning with Pilgrim’s broader positioning of bringing global beauty ingredients to Indian consumers.
