D2C personal care brand, Pilgrim has announced the appointment of Yami Gautam as brand ambassador for its hair care range.
The brand has also launched a campaign titled #PilgrimNeDhoondNikaale (Pilgrim has searched for) featuring Gautam, to announce the partnership.
With this association, it aims to amplify the power of concern-oriented personal care.
The film sees Gautam being interrogated by curious Korean natives about the secrets behind her hair locks. She states that it's not her, but Pilgrim which discovered these secrets.
Anurag Kedia, co-founder and CEO, Pilgrim, said, “Pilgrim is on an upward curve, continuously gaining consumer trust with our highly efficacious products made with world ingredients. Yami’s belief in the power of concern-oriented personal care products just made her the perfect fit for us and it aligns with what we stand for. Our association with Yami marks an exciting chapter for us as we continue our growth journey in 2023 and beyond.”
Konark Gaur, chief marketing and commercial officer, Pilgrim, said, “Our core brand philosophy at Pilgrim is about being deeply consumer-centric and we are passionate about discovering the best ingredients from around the world to offer the best to the Indian consumer. That’s what differentiates us from the other brands. We are excited to amplify our message on multiple digital and traditional mediums, which we are confident will make us the first choice for hair care for millennials and Gen-Z across India.