Ad Campaigns
Pilgrim appoints Yami Gautam as its hair care range ambassador
Mumbai: Pilgrim, D2C personal care brand, introduced its first-ever hair care range ambassador – the stunning Yami Gautam. The brand announced the captivating partnership through a powerful TVC and a compelling digital campaign #PilgrimNeDhoondNikaale. As a brand that is committed to being toxin-free, Pilgrim’s campaign featuring Yami Gautam strives to emphasise on its unwavering promise of providing the most efficacious solutions for consumers’ personal care concerns. With this partnership, the brand further aims to amplify the power of concern-oriented personal care.
Pilgrim’s hair care range includes a variety of popular products, such as the best-selling hair growth serum, argan oil hair mask, and sulfate-free shampoo. One of the brand’s most successful offerings is the Korean range, which was launched in May 2020.
The quirky #PilgrimNeDhoondNikale campaign video features Yami being interrogated by curious Korean natives about the secrets behind her luscious locks. With a clever twist, Yami divulges that it’s not her but Pilgrim who has discovered these secrets, and she can be seen sharing the secret i.e. the Korean hair growth serum with the fascinated natives. The personal care brand sources these hair care secrets from Jeju Island in South Korea.
Excited about her association with Pilgrim, Yami Gautam said, “Pilgrim haircare products are the reason behind my good hair days and we all know how important that is. The reason Pilgrim hair care products absolutely work is because they have been thoughtfully formulated with the best natural and science-backed ingredients from around the world. That’s why I was so thrilled to reveal these hair care secrets to everyone, and I am glad to be associated with Pilgrim.”
Pilgrim co-founder and CEO Anurag Kedia 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.”
Pilgrim chief marketing and commercial officer Konark Gaur 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.”
The beauty and personal care brand witnessed massive growth in the last 12 months. It crossed ARR 150 cr mark with 6 times growth in sales and revenue. In the year 2023, the brand is focused on strengthening its research and development ability while building new, innovative product offerings for consumers across the country.
NATIONAL: Amazon Ads has laid out a sharply tech-led vision for the advertising industry in 2026, arguing that artificial intelligence, streaming TV and creator partnerships will combine to turn brand building into a more precise, performance-driven business.
At the heart of the shift, the company says, is the fusion of AI with Amazon’s vast trove of shopping, browsing and streaming signals, allowing advertisers to move beyond blunt reach metrics to campaigns designed around real customer behaviour.
“The future of advertising is not about reaching more people, but the right people with messages that resonate,” said Amazon Ads India head and vice president Girish Prabhu. “By combining AI with deep customer insights, we help brands move from broadcasting campaigns to having meaningful conversations wherever audiences spend their time.”
One of the biggest changes, according to Amazon Ads, will be the collapse of the wall between media planning and creative development. Retail media, powered by first-party data, is increasingly shaping everything from brand discovery to final purchase, pushing marketers to design campaigns around audience insight rather than internal instinct.
AI is also moving from a support tool to a creative engine. Agentic AI, which automates and accelerates production, is expected to make high-quality creative accessible even to small businesses, compressing weeks of work into hours and giving challengers the ability to compete with larger brands on speed and scale.
Behind the scenes, AI-driven analytics will take on a bigger role in campaign optimisation, identifying patterns, spotting opportunities and recommending actions that would previously have required teams of analysts.
Streaming TV is another big battleground. With India’s video streaming audience now above 600 million and connected TV users at 129.2 million in 2025, advertisers are set to treat streaming not just as a branding channel but as a performance engine, measured increasingly by sales, sign-ups and bookings rather than just reach.
Finally, Amazon Ads sees creators and contextual advertising reshaping how brands tell stories. Creators will act less like influencers and more like long-term partners, while scene-aware ads on streaming platforms will allow brands to insert hyper-relevant offers into the flow of what viewers are watching.
Taken together, Amazon Ads argues, these shifts mark a move towards advertising that is both more human and more measurable, where AI handles the complexity, and creativity does the persuading.
