Beauty and personal care brand Pilgrim has unveiled a new digital campaign titled “Nani Ka Secret”, featuring actor and brand ambassador Rashmika Mandanna. The campaign promotes Pilgrim’s Advanced Hair Growth Serum with Korean Black Rice, highlighting the brand’s approach of combining global beauty traditions with modern skincare science.
The film-led campaign revolves around a nostalgic and relatable theme-grandmothers and their timeless beauty secrets. The narrative begins with curiosity around a grandmother’s secret for healthy hair, gradually revealing an unexpected twist: the key ingredient behind the secret is Korean black rice, a well-known component in Korean beauty routines.
Pilgrim positions Korean black rice as a nourishing ingredient known for strengthening hair and supporting overall hair health. By blending this internationally recognised beauty element with dermatologically tested formulations, the brand aims to connect traditional trust with contemporary haircare solutions.
First introduced in 2021, Pilgrim’s Advanced Hair Growth Serum has grown into a significant product within the brand’s portfolio. According to the company, the product has seen strong consumer demand, with one bottle reportedly sold every five minutes.
Konark Gaur, chief marketing officer at Pilgrim, noted that the campaign draws inspiration from the emotional connection many Indians have with their grandmothers’ beauty advice. The idea was to link that familiar cultural memory with Korean beauty traditions while highlighting the product’s science-backed formulation. The addition of Rashmika Mandanna, who enjoys strong popularity among audiences across the country, further strengthens the campaign’s appeal.
The “Nani Ka Secret” campaign is currently live across Instagram, Facebook and YouTube, and is being released in Hindi as well as regional languages. Pilgrim is also extending the campaign through OTT platforms and outdoor advertising in select metro cities as part of a broader integrated marketing rollout.
