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Business Updates: Beauty and personal care brand, Pilgrim, has roped in actor Rashmika Mandanna as the new brand ambassador for its range of hair care products. Riding on the pan-India popularity of Mandanna, the brand has launched a new campaign titled ‘The Secret is in the Mix’.
“I’ve always believed that haircare goes beyond just using the right ingredients- it’s about how they’re brought together,” said Rashmika Mandanna in a press release. “It is a very special campaign for me, as it firmly proves the fact that trends change, but the real magic is how specific ingredients finally come together and really work. At Pilgrim, what works is that natural and active ingredients are combined and master-blended to transform one’s hair. I look forward to an exciting journey with Pilgrim and can’t wait to share these extraordinary hair-care secrets with the world.”
She was selected for her popularity amongst young Indian audiences. Mandanna will help Pilgrim further build upon its Gen Z customer base. The new campaign opens with a herd of consumers simply following the most recent viral trends and pits this against the products at Pilgrim, which Mandanna is presenting with a far more superior mix of ingredients.
“As Pilgrim continues growth and takes its next big leap, it was important to have someone who embodies the spirit of our brand and leads us into this new era; Rashmika is just the person for this role,” said Pilgrim Co-founder Gagandeep Makker. “This partnership is truly something extraordinary,” he adds, “as we continue to find ways to innovate and look out to provide our dynamic consumers with the best available solutions, we look forward to scaling new heights together.”. With brands as diverse as Hair Growth Serum and Patuá & Keratin Smoothening Shampoo, our hair care range has been deeply in love. For today’s young audience, who is always on the lookout for some innovative solutions for healthy and silky hair, Rashmika personifies this quest. We are very excited to have her on board at Pilgrim.
