Beauty and personal care brand Pilgrim has named actress Rashmika Mandanna as its new brand ambassador for its hair care product range. Harnessing Mandanna’s pan-India popularity, 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. “This campaign is truly special because it highlights that while trends come and go, the real magic lies in how ingredients are expertly combined to deliver results. Pilgrim’s haircare products masterfully blend natural and active ingredients, making them truly transformative. I look forward to a great association with Pilgrim and can’t wait to share these remarkable hair care secrets with everyone.”

Chosen for her popularity amongst young Indian audiences, Mandanna will help Pilgrim to further build upon its Gen Z customer base. The new campaign shows a herd of consumers following the latest viral trends and juxtaposes this with Pilgrim’s products, which Mandanna presents as having a superior mix of ingredients.
 
“As Pilgrim continues to grow and take its next big leap, Rashmika is the perfect person to represent the spirit of our brand and lead us into this new era,” said Pilgrim’s co-founder Gagandeep Makker. “This partnership is a significant milestone as we continue to innovate and provide exceptional solutions to our dynamic consumers, and we look forward to scaling new heights together. Our hair care range has received tremendous love, with products like the Hair Growth Serum and Patuá & Keratin Smoothening Shampoo becoming game-changers in the market. Today’s young audience is always searching for innovative solutions for healthy and silky hair, and Rashmika embodies this quest perfectly. We are thrilled to welcome her to the Pilgrim family.”