How Pilgrim Advertises on Meta

# Ad summary The ad features a young woman demonstrating the Pilgrim Korean Rice Water Hydra Glow Moisturiser. She applies the moisturizer to her face, highlighting its lightweight texture and hydrating properties. A heat test is performed to show the moisturizer's ability to maintain skin hydration. # Brand positioning Pilgrim is presented as a brand focusing on Korean-inspired skincare that emphasizes hydration and a natural glow. The brand seems to value simplicity and effectiveness, offering products that promise to deliver visible results without unnecessary complexity. Pilgrim aims to occupy a space in the consumer's mind as an accessible, science-backed, and reliable option for those seeking healthy, glowing skin. # Product The Pilgrim Korean Rice Water Hydra Glow Moisturiser is presented as a lightweight gel cream designed for instant and deep skin hydration. It is highlighted for containing five types of hyaluronic acid and 3% niacinamide, ingredients known for their hydrating and brightening properties. The moisturizer claims to lock in moisture for a long time and be suitable for all skin types. The ad suggests that the product provides long-lasting hydration, even under heat exposure, ensuring no dryness or tightness. # Visual style The ad has a bright, clean, and UGC-style aesthetic, with a focus on showcasing the product's texture and the user's skin. The editing style includes quick cuts between product shots, application, and results. The video has a polished but accessible feel, aligning with the tone of beauty content on social media. Pacing is moderate, with about 3 cuts per minute, maintaining consistency throughout. Cuts and product actions are timed to the music, emphasizing the visual and auditory sync. # Hooks Spoken: 00:00–00:02 [Upbeat tone] This moisturizer gives glass skin glow. Text overlay: 00:00–00:01 / ✨ Glass skin glow ✨ Visual: 00:00–00:01 A close-up shot of a young woman's face. She has fair skin, dark hair, and wears a pink, puffy headband. Her hair is pulled back. She is smiling slightly and looking to the side, and runs her fingers on her face to rub in moisturizer. In the background, there's a blurred view of green plants and a white wall. Text overlay: "✨ Glass skin glow ✨" / 00:01–00:02 A hand holds a turquoise jar of "Pilgrim Korean Rice Water Hydra Glow Moisturizer" in front of the blurred background. The jar has a black lid and white text. The camera zooms in slightly to show the creamy product inside. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of skin dryness and tightness, which is signaled through the product claims 'No dryness, No tight skin' (00:14–00:16). # Value propositions - The product's lightweight gel cream texture suggests that it is non-greasy and easily absorbed. - The combination of hyaluronic acid and niacinamide highlights that the product not only hydrates but also brightens the skin. - The live heat test is meant to convey that the product stands up to heat. - Perfect for all skin types. # Benefits - Glass skin glow - Instant hydration - Deep skin hydration - Brighter looking skin - Locks moisture for long time - Perfect for all skin types - No dryness - No tight skin # Features - Lightweight gel cream texture - 5 types of hyaluronic acid - 3% Niacinamide - Rice Water # Call to action Comment for the link 🔗 # Point of view - Customer 100% – The ad is delivered from the perspective of a user demonstrating the product and sharing its benefits. # Storyline - 00:00–00:01 A woman applies moisturizer to her face, showing how the product helps to achieve a glass skin glow. - 00:01–00:03 The product, Pilgrim Korean Rice Water Hydra Glow Moisturiser, is introduced. - 00:03–00:05 The light gel cream texture of the moisturizer is highlighted as the woman applies it to her face. - 00:05–00:06 The ad states the product provides instant hydration as the woman continues to rub the product on her face. - 00:06–00:08 It's conveyed the product contains 5 types of hyaluronic acid for deep skin hydration. - 00:08–00:09 The ad states the product contains 3% Niacinamide for brighter looking skin. - 00:09–00:11 The ad conveys the product locks moisture for a long time and is perfect for all skin types. - 00:11–00:14 The woman performs a live heat test to demonstrate the moisturizer's effectiveness in maintaining hydration. - 00:14–00:16 It's stated the product leaves 'No dryness, No tight skin'. - 00:16–00:18 The product is presented again and viewers are prompted to comment for the link to purchase.

# Ad summary The ad promotes Pilgrim 10% Vitamin C Face Serum. It begins with a woman applying the serum to her face while a man watches, questioning why her skin looks better than his. She explains that it's because she uses the product, a 30-second skincare routine with Vitamin C and Glutathione that enhances brightness and reduces dullness. The man expresses surprise that it's India's first serum with Glutathione, then jokes that it's perfect for him since men typically don't use skincare. The ad includes the product being used, and a closing call to action prompts users to comment 'link' to receive more information. # Brand positioning Pilgrim presents itself as a brand focused on effective and efficient skincare solutions. It emphasizes simplicity and speed, suggesting that its products fit seamlessly into busy lifestyles. The brand pushes against the norm of lengthy skincare routines, instead offering solutions that deliver noticeable results in minimal time. With the claim of being India's first serum with Glutathione, Pilgrim positions itself as an innovator, combining science-backed ingredients for enhanced skin benefits. Their stance is functional, focusing on delivering performance-driven results while simplifying skincare for everyone. # Product The Pilgrim 10% Vitamin C Face Serum is presented as a quick and effective solution for achieving glowing skin. The product is designed for those who want results without spending a lot of time on skincare. It’s marketed as a 30-second routine that incorporates both Vitamin C and Glutathione, claiming to enhance brightness and reduce dullness. The serum is highlighted as India's first to include Glutathione, which is emphasized for its skin-enhancing properties. The product is presented as an Amazon bestseller and is described as a triple-glow formula, targeting brightening, spot reduction, and smoother skin texture, all in one. # Visual style The ad has a UGC feel with natural lighting and casual settings. The editing style involves quick cuts between the speakers. The production quality is a hybrid, balancing elements of polished commercial and raw authenticity. The pacing is moderate, creating a casual tone that mimics a real-life conversation. # Hooks Spoken: 00:01–00:05 Male 1: Okay, yeh kya chal raha hai? Aur tujhmei aur mujhmei zameen aasmaan ka fark kyu dikh raha hai? Text overlay: 00:00–01:00 Reason Behind Her Glow Visual: 00:00–00:02 A medium shot shows a woman applying a serum to her face in front of a mirror. A man stands behind her, watching. The background features a decorated wall and soft lighting from the mirror. The woman is wearing a traditional outfit, and the man is in a casual shirt. Both appear to be in their late teens to early twenties. The camera is stationary, providing a clear view of the interaction. Text overlay: 'Reason Behind Her Glow'. / 00:02–00:05 Close up on the man's face as he speaks, touching his cheek and looking at the woman's reflection. The background is blurred, emphasizing his expression. He is wearing a pink button-up shirt. The text overlay 'Reason Behind Her Glow' is still present. # Funnel stage Middle of funnel (Consideration) # Pain points The ad taps into the frustration of lengthy skincare routines, appealing to those seeking quick and efficient solutions. It implies that achieving a glow typically requires a lot of time and effort. # Value propositions - Fast skincare routine – 30 second application - Combination of Vitamin C and Glutathione - Triple glow formula # Benefits - Brightness - Spot reduction - Smooth texture - Reduces dullness # Features - Vitamin C - Glutathione - Amazon's best seller - Triple glow formula # Call to action Comment “ Link “ # Social proof - “Amazon's best seller serum” – Female 1 - The man exclaims the product is perfect. - States that most girls skip their skincare routine. # Point of view - Customer 70% – The ad is primarily told from the perspective of implied product users, using dialogue and real-time interactions to showcase the serum's benefits and ease of use. - Brand 30% – The brand's voice is heard through product claims and a direct call to action, promoting the product's features and encouraging engagement. # Storyline - 00:00–00:05 00:00–00:05 The ad opens with a man catching a woman applying something to her face in front of a mirror. He asks her what's going on and questions why there's such a difference between her skin and his, conveying curiosity and a hint of envy. - 00:05–00:15 00:05–00:15 The woman responds that achieving a glow requires effort. She explains that she uses the product being advertised, emphasizing that it takes only 30 seconds. This communicates the product's efficiency and ease of use. - 00:15–00:21 00:15–00:21 The woman then provides additional details about the product; how it increases brightness and removes dullness. She shares this information to highlight the serum's benefits and efficacy. - 00:21–00:30 00:21–00:30 The man admits the product is perfect. He reveals the product is India's first serum with Glutathione, expressing his admiration. His tone shifts to being impressed and acknowledging the product’s unique selling point. - 00:30–00:37 00:30–00:37 The man acknowledges that most men skip skincare, implying the product is perfect for them. The woman agrees and explains that by simply applying and adding sunscreen, the skincare routine is finished. - 00:38–00:47 00:38–00:47 The woman states the product is Amazon's best seller serum and that it uses triple glow formula for brightening, spot reduction and smooth texture. She shares this information to build trust and credibility with the viewer. - 00:47–00:55 00:47–00:55 The storyline shifts to a playful interaction where the woman asks how she looks. The man jokes that it looks like they are married and she is bringing him tea in the morning, creating a relatable, humorous scenario. - 00:55–01:00 00:55–01:00 The ad closes with the man holding up the serum and directing viewers to comment for a product link, providing a clear call to action. This shifts the perspective to a direct brand communication.

# Ad summary This ad features a creator describing the Pilgrim Hydra Glow Gel Sunscreen. He describes the multiple benefits of the product including that it brightens and hydrates the skin, protects it from UV and blue light rays, is sweat-resistant, and contains 5% niacinamide. He also does a phone transfer test to demonstrate that it won't transfer onto your phone and that it is non-sticky. # Brand positioning Pilgrim is presented as a brand that offers multi-benefit skin care products, like the featured gel sunscreen, which combines the benefits of sunscreen, serum, and moisturizer in one product. It caters to individuals seeking simple, effective skincare solutions. The brand aligns with values of convenience, efficiency, and comprehensive protection. Pilgrim directly targets those who want to protect, brighten, and hydrate their skin with a single product that fits seamlessly into their lifestyle. # Product The Pilgrim 5% Niacinamide Hydra Glow Gel Sunscreen is a product that combines a sunscreen, serum, and moisturizer into one. It protects, brightens, and hydrates, streamlining skincare routines. The sunscreen is suitable for all skin types, especially oily skin, featuring an aqua-based, lightweight gel formula that melts into the skin without leaving a white cast. It boasts SPF 50 and PA++++, protects against both UV and blue light rays, is sweat-resistant, and made with European standard formulations. Its key ingredients include 5% niacinamide, which helps brighten skin, reduce dark spots, and control oil, as well as Korean rice water for a glass skin glow and hyaluronic acid for skin hydration. The sunscreen has undergone in vivo testing on human skin and is dermatologist-backed, ensuring it is 100% safe to use. # Visual style The ad features a polished, commercial aesthetic with natural lighting and a clean look. It combines static shots with quick cuts to maintain viewer engagement. The production quality gives a hybrid feel, blending UGC elements with commercial polish. The pacing is moderate, with consistent cuts throughout the ad that align with the music beats and voiceover, creating a cohesive audio-visual experience. # Hooks Spoken: 00:00–00:03 Male 1: Sunscreen serum, moisturizer, sirf ek hi product mein. Visual: 00:00–00:02 Close-up shot of a bearded man with dark, curly hair wearing a white t-shirt in front of a wood paneled wall. Natural sunlight illuminates his face as he squeezes a white cream out of a blue tube onto his left cheek. The camera is static. # Funnel stage Consideration # Pain points The central pain point is the inconvenience of multi-step skincare routines and the need for a single product that offers comprehensive skin benefits: "Sunscreen serum, moisturizer, sirf ek hi product mein." # Value propositions - Three products in one # Benefits - Protects - Brighten - Hydrate - Long lasting sun protection - Protects from UV rays - Protects from Blue Light rays - Brightens Skin - Reduces Dark Spots - Controls Oil - Glass Skin Glow - Skin Hydration - Sweat resistant - No white cast - Doesnt sting Eyes - Doesnt Breaks in Sun # Features - SPF 50 - PA++++ - Aqua based - Lightweight Gel formula - 5% Niacinamide - Korean rice Water - Hyaluronic acid - New gen UV filters - European standard formulation # Call to action Comment Sun for the link # Social proof - "In vivo tested on human skin and it's backed by dermatologists" # Point of view - Customer 100% – A real user of the product shares his experience and demonstrates its benefits in a casual, relatable tone. # Storyline - 00:00–00:02 The male presenter applies the gel sunscreen to his face. - 00:02–00:11 00:02–00:11 The presenter introduces the Pilgrim sunscreen as a 3-in-1 product, combining sunscreen, serum, and moisturizer to protect, brighten, and hydrate the skin, sorting the entire skincare routine with just one product. The tone is enthusiastic and energetic, framing the product as a simple solution for comprehensive skin care. - 00:11–00:21 00:11–00:21 The presenter emphasizes that the sunscreen is suitable for all skin types, especially oily skin, and highlights the texture, describing it as an aqua-based sunscreen with a lightweight gel formula that melts into the skin without a white cast, offering an instant hydrated glow. The presenter leans into the product's non-sticky formula. - 00:21–00:30 00:21–00:30 The presenter sets up a phone transfer test, applying a random sunscreen on one side of his face and the Pilgrim sunscreen on the other. He then shows how the random sunscreen transfers onto his phone, but the Pilgrim sunscreen does not, highlighting its superior non-transfer formula. The demonstration directly showcases the product's advantage over other sunscreens. - 00:30–00:35 00:30–00:35 The presenter presents the Pilgrim 5% Niacinamide Hydra Glow Gel Sunscreen with SPF 50 and PA++++, emphasizing its protective qualities. He uses an upbeat, informative tone, positioning the sunscreen as both effective and beneficial. - 00:36–00:45 00:36–00:45 The presenter continues to apply the sunscreen and details that it is made with European standard formulations and contains new gen UV filters for long-lasting sun protection, protecting from UV rays and harmful blue light rays. The ad cuts between the man applying the sunscreen and graphics that communicate the benefits. - 00:45–00:54 00:45–00:54 The ad cuts to the man working on a computer, highlighting that the sunscreen protects skin even from computer screens. The presenter notes that the sunscreen leaves no white cast and doesn't sting the eyes, breaking down in the sun, making it ideal for those who are active. - 00:54–01:04 00:54–01:04 The presenter states that the sunscreen contains 5% Niacinamide, which helps brighten skin, reduce dark spots, and control oil. He adds that it also contains Korean rice water for a glass skin glow and Hyaluronic acid for skin hydration. - 01:04–01:12 01:04–01:12 The presenter offers a before-and-after comparison to demonstrate the effect of the product, followed by displaying a sunscreen efficacy certificate and claiming that the product has been tested on human skin and is backed by dermatologists, making it 100% safe to use. This builds trust and credibility. - 01:12–01:16 01:12–01:16 The presenter concludes by summarizing the benefits: brightening, hydration, and protection, all in one step, and includes a call to action to comment "Sun" for the link.

# Ad summary This ad is for Pilgrim skincare products and features a 'Buy 1 Get 1 Free' offer. It highlights two products: a 10% Niacinamide Face Serum and a Korean Rice Water Hydro Glow Moisturizer. The ad promotes the limited-time offer and features the products in a clean and visually appealing layout. # Brand positioning Pilgrim is presented as a modern skincare brand that combines natural ingredients with effective formulations. The brand aesthetic, using teal and minimalist design, suggests a focus on clean beauty. The use of ingredients like Niacinamide and Korean Rice Water positions the brand as incorporating both scientific and traditional elements. The brand's limited-time offer of 'Buy 1 Get 1 Free' implies a value-driven approach, likely targeting consumers looking for quality skincare at accessible prices. The brand aims to occupy a space in the consumer's mind as accessible, effective, and informed by both nature and science, pushing against the norms of overly-priced or inaccessible skincare. # Product The ad features two key Pilgrim skincare products. The first is a '10% Niacinamide Face Serum,' which is formulated to improve skin texture, reduce pores, and brighten the complexion. The serum is presented in a clear bottle with a dropper for easy application. The second product is a 'Korean Rice Water Hydro Glow Moisturizer,' designed to hydrate and give the skin a radiant glow. This moisturizer is shown in a jar with a rich, creamy texture. Both products are highlighted for their specific ingredients and benefits, addressing the need for targeted skincare solutions. The ad directly showcases how these products are worth trying by offering a 'Buy 1 Get 1 Free' promotion, highlighting their effectiveness and value. # Visual style The ad features a clean and polished aesthetic with bright, even lighting. The static shot emphasizes the products' packaging and texture. The teal background and confetti graphics create a cheerful, promotional feel. The production quality is high-end, typical of commercial advertising. # Hooks Text overlay: 00:00-00:05 pilgrim / 00:00-00:05 24 HOURS ONLY / 00:00-00:05 Buy 1 Get 1 Free / 00:00-00:05 Not Applicable on Kits & Combos | Discount Auto-applied / 00:00-00:05 pilgrim / 00:00-00:05 10% Niacinamide Face Serum / 00:00-00:05 pilgrim / 00:00-00:05 Korean Rice Water Hydro Glow Moisturizer Visual: 00:00–00:05: A static shot of two Pilgrim skincare products on a light teal background. On the left is a clear bottle of '10% Niacinamide Face Serum' with a dropper. On the right is a dark blue jar of 'Korean Rice Water Hydro Glow Moisturizer' topped with a swirl of light pink cream. The Pilgrim logo is at the top of the frame with the text '24 HOURS ONLY'. Confetti graphics float in the background. # Funnel stage Bottom of funnel (Conversion) # Pain points This ad addresses the pain point of high costs often associated with quality skincare, making it less accessible for many. # Value propositions - Get two skincare products for the price of one with the 'Buy 1 Get 1 Free' offer, making effective skincare more accessible and affordable. # Benefits - Buy 1 Get 1 Free - Discount Auto-applied # Features - 10% Niacinamide Face Serum - Korean Rice Water Hydro Glow Moisturizer # Call to action None used. # Point of view - Brand 100% – The entire ad is presented from the brand's perspective, showcasing their products and offers. # Storyline - 00:00–00:05 The ad presents a static image of Pilgrim skincare products with a 'Buy 1 Get 1 Free' offer.

# Ad summary This ad promotes Pilgrim skincare products, offering a limited-time "Buy 1 Get 1 Free" deal on their 10% Niacinamide Face Serum and Korean Rice Water Hydra Glow Moisturizer. The products are displayed against a light blue backdrop with festive confetti. # Brand positioning Pilgrim is presented as a modern skincare brand focused on incorporating natural ingredients into effective formulations. The brand logo, featuring a stylized pilgrim figure, suggests a connection to heritage and discovery, while the emphasis on ingredients like Niacinamide and Korean Rice Water implies a blend of traditional and contemporary skincare practices. The brand aims to occupy a space in the market that values both efficacy and natural elements, appealing to consumers seeking accessible yet effective skincare solutions. With its 'Buy 1 Get 1 Free' promotion, Pilgrim positions itself as generous and accessible, making it an attractive option for consumers looking to try new products or stock up on essentials. # Product The ad features two key products: Pilgrim 10% Niacinamide Face Serum and Pilgrim Korean Rice Water Hydra Glow Moisturizer. The face serum, packaged in a brown glass bottle with a dropper, is highlighted for its 10% Niacinamide content and inclusion of 1% Zinc PCA, targeting acne marks. The moisturizer is contained in a dark jar with a generous scoop of product displayed on top, promising hydration and glow with Korean Rice Water, 3 Hyaluronic Acids, and 3% Niacinamide. Both products are advertised together in a 'Buy 1 Get 1 Free' promotion, enticing customers to purchase both products together. # Visual style The ad features a clean, modern aesthetic with a focus on product presentation. The use of a light blue gradient background and scattered gold confetti creates a festive and appealing atmosphere. The product photography is well-lit and detailed, emphasizing the quality and features of the skincare items. The overall style is designed to be eye-catching and informative, suitable for social media platforms. # Hooks Headline: Buy 1 Get 1 Free # Funnel stage Middle of funnel (Consideration) # Pain points The ad indirectly addresses the problem of acne marks by promoting the face serum with 10% Niacinamide and 1% Zinc PCA, suggesting a solution for viewers concerned about skin blemishes: "Targets Acne Marks" (on-package label text). # Value propositions - Buy 1 Get 1 Free - Offers a chance to experience two products for the price of one. - Discount Auto-applied - Easy and straightforward savings without extra steps. # Benefits - Targets Acne Marks (Face Serum) - Hydra Glow (Moisturizer) # Features - 10% Niacinamide (in Face Serum) - 1% Zinc PCA (in Face Serum) - Korean Rice Water (in Hydra Glow Moisturizer) - 3 Hyaluronic Acids (in Hydra Glow Moisturizer) - 3% Niacinamide (in Hydra Glow Moisturizer) # Call to action None used. # Social proof - None used. # Point of view - Brand: The entire ad focuses on showcasing the brand's products and offers, aiming to attract potential customers and increase sales. The 'Buy 1 Get 1 Free' offer and the emphasis on key ingredients and product benefits align with the brand's promotional goals. # Storyline - The ad begins with a festive offer, "Buy 1 Get 1 Free", immediately grabbing the viewer's attention with a limited-time deal that is conveyed by the brand, encouraging immediate action. - The ad clarifies that the offer is "Not Applicable on Kits & Combos | Discount Auto-applied", giving viewers the full terms and conditions of the offer, as explained by the brand. - The ad showcases two hero products - Pilgrim 10% Niacinamide Face Serum and Pilgrim Korean Rice Water Hydra Glow Moisturizer - inviting viewers to learn more about the product benefits, as shown from the brand's perspective.

# Ad summary This ad promotes Pilgrim's skincare products, specifically highlighting a 'Buy 1 Get 1 Free' offer. The ad prominently features the brand logo and product bottles against a blue background with confetti effects. The text overlays emphasize the limited-time nature of the deal and mention restrictions on kits and combos. # Brand positioning Pilgrim is presented as a modern skincare brand focused on providing solutions for various skin concerns, as implied by the range of products showcased. The brand emphasizes efficacy and simplicity, potentially aiming to occupy a space in the market that prioritizes visible results through active ingredients and a streamlined user experience. The brand uses a modern aesthetic with clean product presentation, and offers a high-value promotion, signaling an intention to be accessible. # Product The ad features two skincare products by Pilgrim. The first is the '25% AHA, 2% BHA, 5% PHA Peeling Solution,' which likely helps exfoliate and resurface the skin. The second is the '10% Vitamin C' serum, which aims to brighten and improve skin tone. Both products come in teal-colored bottles with black dropper caps. They are presented as effective and easy-to-use solutions for skincare needs, especially when purchased together under a limited-time promotion. # Visual style The ad has a polished, commercial aesthetic. It uses a bright, clean color palette with simple animations and text overlays. The static shots and smooth transitions convey a professional feel, and the pacing is consistent with the offer highlighted. # Hooks Text overlay: 00:00–00:05 24 HOURS ONLY / 00:00–00:05 Buy 1 Get 1 Free / 00:00–00:05 Not Applicable on Kits & Combos | Discount Auto-applied Visual: 00:00–00:05: Two teal-colored Pilgrim product bottles stand side-by-side against a gradient light-blue background. Gold and white confetti floats around them. The 'Pilgrim' logo is at the top center. Text overlays read '24 HOURS ONLY' and 'Buy 1 Get 1 Free'. The text 'Not Applicable on Kits & Combos | Discount Auto-applied' appears below the 'Buy 1 Get 1 Free' offer. # Funnel stage Bottom of funnel (Conversion) # Pain points None used. # Value propositions - The ad emphasizes immediate savings through the 'Buy 1 Get 1 Free' promotion, incentivizing viewers to purchase within the limited 24-hour window. # Benefits - Buy 1 Get 1 Free # Features - 25% AHA, 2% BHA, 5% PHA Peeling Solution - 10% Vitamin C # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – The entire ad is presented from the brand's perspective, showcasing its products and offers with branded visuals and messaging. # Storyline - 00:00–00:05 The ad opens with a vibrant display of the 'Buy 1 Get 1 Free' promotion, immediately drawing attention to the special offer. This is designed to create a sense of excitement and urgency.

# Ad summary An ad promoting Pilgrim's anti-dandruff shampoo and hair growth serum. The ad highlights a limited-time buy-one-get-one-free offer and the inclusion of Australian Tea Tree and Salicylic Acid in the anti-dandruff shampoo. # Brand positioning Pilgrim is presented as a modern and nature-inspired beauty and personal care brand, offering solutions for both dandruff control and hair growth. The brand's focus on combining natural ingredients, such as Australian Tea Tree and Salicylic Acid, indicates a commitment to gentle and effective solutions. The use of minimalist design with a teal color palette reinforces a clean and contemporary feel, suggesting that Pilgrim caters to consumers who seek accessible, modern, and effective solutions. # Product The ad features two products from Pilgrim: Non-Drying Anti-Dandruff Shampoo and Advanced Hair Growth Serum. The shampoo is packaged in a tall, cylindrical pump bottle with a brown top and teal label, highlighting its key ingredients of Australian Tea Tree and Salicylic Acid, and is designed to combat dandruff without drying the hair. The serum is packaged in a dark amber glass bottle with a dropper, emphasizing its role in promoting hair growth. Both products share a consistent brand identity, with the brand logo prominently displayed on the label. The ad presents the products as a solution for dandruff and hair growth, packaged with natural ingredients. # Visual style The ad features a clean, minimalist aesthetic with a focus on product presentation. The products are well-lit, highlighting their features and packaging. Confetti is scattered around the products. The color palette is consistent, with teal and gold accents against a light blue background, giving the ad a fresh, inviting feel. # Hooks Headline: Buy 1 Get 1 Free # Funnel stage Bottom of funnel (Conversion) # Pain points The ad addresses dandruff and poor hair growth as primary concerns. This is demonstrated through the visible display of an 'Anti-Dandruff' shampoo and 'Hair Growth Serum,' indicating that the target customer struggles with these issues. # Value propositions - The Anti-Dandruff Shampoo combines Australian Tea Tree and Salicylic Acid to reduce flakes and soothe the scalp. - The Hair Growth Serum includes Redensyl, Anagain, and Capilia Longa to promote intense hair growth. # Benefits - Reduces flakes - Soothes scalp - Advanced Hair Growth # Features - Australian Tea Tree & Salicylic Acid - Non-Drying Anti-Dandruff Shampoo - Reduces Flakes & Soothes Scalp - Up to 100% Reduction in Dandruff - 3% Redensyl, 3% Anagain, & 5% Capilia Longa Cell Culture Complex - Advanced Hair Growth Serum - For Intense Black Hair Growth # Call to action None used. # Social proof - Up to 100% Reduction in Dandruff # Point of view - Brand: Top banner announcing the sale and subsequent smaller text clarifying that the offer does not apply to kits & combos, and that the discount will be automatically applied. - Brand: Placement of the products front and center indicates what products the brand wants you to buy. - Brand: The image shows the ingredients of each product, and 100% vegan tag. # Storyline - The ad starts by immediately grabbing attention with a limited-time offer 'Buy 1 Get 1 Free,' creating a sense of urgency and incentivizing immediate purchase. This messaging is delivered from the brand's perspective to attract deal-seeking customers. - Next, the ad shows both the Pilgrim Non-Drying Anti-Dandruff Shampoo and Advanced Hair Growth Serum, immediately showing what specific products the user can purchase. This beat continues to deliver the brand’s main message of this being a great product to purchase. - The ad concludes by showing the product ingredients and 100% vegan tag. From a product perspective, this informs the audience with key information about the product's benefits and reinforces the brand’s commitment to using natural ingredients.

# Ad summary This ad features Pilgrim's Advanced Damage Repair Shampoo and Advanced Hair Growth Serum. It highlights a buy-one-get-one-free offer available for 24 hours only. # Brand positioning Pilgrim is presented as a brand that blends Korean beauty traditions with modern skincare and haircare solutions. The brand name is prominently displayed with an image of a pilgrim carrying a staff. The brand's products appear to focus on repairing damaged hair and promoting hair growth, emphasizing the use of ingredients like Korean Rice Water and Collagen. This positions Pilgrim as a brand that values both natural ingredients and scientific advancements in beauty. # Product The ad features two products: Pilgrim Korean Rice Water & Collagen Advanced Damage Repair Shampoo and Pilgrim Advanced Hair Growth Serum. The shampoo is packaged in a brown bottle with a black pump and a turquoise label, promising to repair damaged hair with Korean Rice Water and Collagen. It is for dry & damaged hair. The hair growth serum comes in a smaller brown bottle with a black dropper and a turquoise label. It has 3% Redensyl & 4% Anagain. It is promoted as an advanced hair growth serum. # Visual style The ad features a clean, product-focused studio shot with bright lighting. The visual motif is confetti. The image treatment uses soft color grading and background removal to highlight the products. The typography is modern and legible. # Hooks Headline: Buy 1 Get 1 Free # Funnel stage Bottom of funnel (Conversion) # Pain points The ad addresses hair damage and lack of growth. # Value propositions - Buy 1 Get 1 Free: Opportunity to acquire two of the same products for the price of one. - Not Applicable on Kits & Combos | Discount Auto-applied: Offer that the discount is automatically applied, giving convenience to the consumers and transparency of what products the deal can be used on. # Benefits - Advanced Damage Repair - For Dry & Damaged Hair - Advanced Hair Growth # Features - Korean Rice Water & Collagen - 17 Amino Acids Complex - Wheat Protein & 5 Ceramides - 3% Redensyl & 4% Anagain # Call to action None used. # Social proof - None used. # Point of view - Brand: The brand's point of view is present throughout the ad, promoting its products and offers. # Storyline - The ad opens by highlighting a limited-time offer of 'Buy 1 Get 1 Free' for 24 hours only. This is intended to immediately grab the viewer's attention and create a sense of urgency, which tells the audience it's a limited time offer to encourage immediate action. This is being conveyed from the brand's perspective. - The ad showcases the Pilgrim Advanced Damage Repair Shampoo and Pilgrim Advanced Hair Growth Serum. The goal is to introduce the products to the audience and highlight their features. This is being conveyed from the brand's perspective. - The ad ends by clarifying that the 'Buy 1 Get 1 Free' offer is 'Not Applicable on Kits & Combos | Discount Auto-applied'. This reinforces the offer while managing expectations about the discount application, which is being told from the brand's perspective.

# Ad summary This is an ad by Pilgrim that is offering a limited time deal for buy one get one free. The products being advertised are the Advanced Damage Repair Shampoo and the Advanced Hair Growth Serum. # Brand positioning Pilgrim is presented as a modern, skincare brand that prioritizes natural ingredients and effective formulas for targeted hair and skin concerns. The brand is accessible and focuses on providing targeted solutions for specific hair and skincare needs, appealing to consumers looking for specialized and effective products. # Product The ad features Pilgrim's Advanced Damage Repair Shampoo and Advanced Hair Growth Serum. The Advanced Damage Repair Shampoo is formulated with Korean Rice Water and Collagen to repair damaged hair. The product claims to leave hair frizz-free for dry and damaged hair. The Advanced Hair Growth Serum includes 3% Redensyl and 3% Anagain and 5% Capixyl Hair Cell Complex. Both are packaged in brown bottles with teal blue labeling. # Visual style The ad features a clean, product-focused visual style. The composition centers on the products against a gradient background, and uses minimal props or styling to avoid distractions. The confetti adds a sense of excitement. # Hooks Headline: Buy 1 Get 1 Free # Funnel stage Bottom of funnel (Conversion) # Pain points None used. # Value propositions - Buy One Get One Free # Benefits - Frizz-free for dry & damaged hair # Features - Korean Rice Water & Collagen - 17 amino acids complex Mineral Protein & 5 Ceramides - 3% Redensyl - 3% Anagain - 5% Capixyl Hair Cell Complex - with Korean Rice Water # Call to action None used. # Social proof - None used. # Point of view - Brand: Throughout the image, Pilgrim presents its branding through product display and promotional messaging. # Storyline - The ad opens with an announcement from Pilgrim that they are offering a limited time 'buy one get one free' deal to attract the audience's attention, creating a sense of urgency and excitement around the offer. The brand is taking a broad, attention-grabbing approach to the offer itself. - The ad features the Advanced Damage Repair Shampoo and Advanced Hair Growth Serum products, highlighting the products that are part of this promotion. The ad is clarifying what can be bought with the limited-time offer. - A statement is provided that this promotion is 'Not Applicable on Kits & Combos,' and that 'Discount Auto-applied,' setting customer expectations. The brand is clarifying the specifics of the promotion.

# Ad summary This ad for Pilgrim promotes a buy one get one free offer on its hair care products. It features the Advanced Damage Repair Shampoo and Advanced Hair Growth Serum, highlighting the discount and applicability. # Brand positioning Pilgrim positions itself as a modern skincare and haircare brand, focusing on advanced repair and growth solutions. The brand uses a clean, minimalist design, which suggests a focus on efficacy and simplicity. The brand's name and logo evoke a sense of exploration and discovery, appealing to consumers who value authenticity and well-being. The brand seems to be going after a consumer who is looking for scientifically backed formulas without the complexity of traditional brands. # Product The ad features two key hair care products: the Advanced Damage Repair Shampoo and the Advanced Hair Growth Serum. The shampoo is formulated with Korean rice water and collagen to repair damaged hair. The hair growth serum aims to stimulate hair growth with advanced ingredients. Both products are packaged in sleek, dark bottles with minimalist teal labels, and branded with the Pilgrim logo. The ad promotes a "Buy 1 Get 1 Free" offer, aiming to incentivize trial and purchase by addressing potential cost barriers. # Visual style The ad has a clean, modern visual style. The product presentation is highly polished with soft lighting, creating a sense of quality and sophistication. The use of teal against a light blue background evokes a sense of calm and freshness, while the gold confetti adds a touch of celebration. The typography is bold and legible, enhancing scannability in-feed. # Hooks Headline: Buy 1 Get 1 Free # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the frustration of damaged hair and slow hair growth, providing solutions to repair and enhance hair health. # Value propositions - "Buy 1 Get 1 Free": This promotion gives immediate value by halving the cost per item, incentivizing purchase and perceived affordability. # Benefits - Advanced Damage Repair - Reduces breakage & controls frizz - Promotes New Hair Follicle Growth - Advanced Hair Growth Serum # Features - Korean Rice Water & Collagen - Hyaluronic Acid Complex - Pro-Anagain, Niacinamide, Redensyl # Call to action None used. # Point of view - Brand: The brand is presenting its logo and the terms of the offer (e.g., "24 HOURS ONLY", "Not Applicable on Kits & Combos"). # Storyline - The ad opens with the brand logo to establish the source and immediately presents a limited-time offer. This is the brand's way of grabbing the viewer's attention with a direct incentive. - The ad highlights the "Buy 1 Get 1 Free" offer. This is designed to create excitement and urgency, with the offer being applicable for only 24 hours, making the offer time sensitive from the brand's perspective. - The ad showcases the Advanced Damage Repair Shampoo and Advanced Hair Growth Serum to show the viewer what products are included in the offer. This is done from a product-focused perspective to highlight the key features and benefits of the product to the viewer. - The ad closes by clarifying the exclusions of the offer, which is presented from the brand's point of view to make the terms of the sale clear to the customer.

# Ad summary This image ad showcases Pilgrim's hair care products, including their Anti-Dandruff Shampoo and Hair Growth Serum, highlighting a limited-time buy-one-get-one-free offer. The ad aims to attract customers seeking effective solutions for dandruff and hair growth, emphasizing the brand's natural ingredients and visible results. # Brand positioning Pilgrim is presented as a brand offering solutions for hair concerns, positioning itself as a provider of effective and natural hair care products. The brand is promoting a limited-time offer of buy one get one free, aiming to encourage trial and purchase. Pilgrim appears to focus on functional benefits like dandruff control and hair growth, while aligning with a lifestyle of self-care and natural beauty. # Product The ad showcases two key hair care products. The first product is the Pilgrim Anti-Dandruff Shampoo, formulated with Australian Tea Tree and Salicylic Acid, promoted as a non-drying solution for dandruff. The second product is the Pilgrim Advanced Hair Growth Serum designed to promote hair growth. Both products are presented in branded packaging, emphasizing natural ingredients and effectiveness. The ad leverages a buy-one-get-one-free offer to reduce purchase barriers and encourage customers to try both products. # Visual style The ad features a clean, product-focused visual style with a soft gradient background and gold confetti accents. The image is well-lit and professionally shot, emphasizing the product's features and benefits. The layout is straightforward and easy to scan, with clear text and product placement. # Hooks Headline: Buy 1 Get 1 Free # Funnel stage Bottom of funnel (Conversion) # Pain points The ad addresses the problem of dandruff by offering a non-drying shampoo with ingredients like Australian Tea Tree and Salicylic Acid. # Value propositions - Buy 1 Get 1 Free: Offering twice the product for the price of one enhances the perceived value, enticing customers to make a purchase. # Benefits - Anti-Dandruff - Up to 100% Dandruff Reduction - Hair Growth # Features - Australian Tea Tree & Salicylic Acid - Non-Drying - Reduces Free - All Hair Types - Advanced Hair Growth Serum - 2% Anagain & 5% Redensyl - Visible Results In 28 Days # Call to action None used. # Point of view - Brand: The main message and product details are being presented from Pilgrim's perspective, showcasing the products and promotional offer. # Storyline - The ad opens with a bold announcement of a limited-time "Buy 1 Get 1 Free" offer, grabbing the viewer's attention and creating a sense of urgency. This message is conveyed from the brand's perspective, aiming to entice immediate purchases. - The ad features two products, the Pilgrim Anti-Dandruff Shampoo and Advanced Hair Growth Serum, highlighting their ingredients and benefits. This is from the brand’s perspective, designed to educate potential customers and showcase the product’s unique selling points. - The disclaimer "Not Applicable on Kits & Combos | Discount Auto-applied" provides clarity on the offer’s limitations, managing expectations and streamlining the purchase process. The message is from the brand, clarifying the terms of the promotion to encourage purchase decisions.

# Ad summary This image ad features the Pilgrim brand and advertises a flat 20% off on orders above ₹699. The ad showcases three of Pilgrim's products: a Vitamin C serum, a non-drying anti-dandruff shampoo, and a Hydra Glow Moisturizer. A code is provided to redeem the offer. # Brand positioning Pilgrim is presented as a modern skincare and haircare brand that uses natural ingredients and caters to a conscious consumer looking for effective solutions. The brand's visual identity, featuring a clean logo and a minimalistic design, suggests a focus on simplicity and transparency. By offering specialized products like anti-dandruff shampoo and Hydra Glow Moisturizer, Pilgrim positions itself as a brand that combines traditional wisdom with contemporary skincare science, aiming to deliver targeted benefits. # Product The ad features three distinct Pilgrim products. First, a Vitamin C serum in a small blue bottle with a dropper, highlighted for its antioxidant properties. Second, a Non-Drying Anti-Dandruff Shampoo in a brown pump bottle, emphasizes its ability to treat dandruff without drying out the scalp. Third, a Hydra Glow Moisturizer in a black jar with a thick, pink cream, which is aimed at hydrating and adding radiance to the skin. These products each cater to specific skincare and haircare needs, presenting Pilgrim as a brand with targeted solutions. The overall presentation aims to communicate the effectiveness and premium nature of these items, encouraging consumers to explore and purchase based on their individual concerns. # Visual style The ad features a polished studio-shot style with a soft gradient background and floating elements, which create a sense of vibrancy. The image treatment includes background removal and drop shadows that highlight the products. Typography is large and bold, intended to catch the viewer's eye. This clean and modern aesthetic enhances scannability and emphasizes the premium nature of the brand. # Hooks Headline: FLAT 20% OFF # Funnel stage Middle of funnel (Consideration) # Pain points The ad solves the problem of dandruff without drying out the scalp with its Non-Drying Anti-Dandruff Shampoo. The ad states the shampoo is "Non-Drying." # Value propositions - FLAT 20% OFF ON ORDERS ABOVE ₹699: Provides a straightforward discount for larger purchases, adding immediate monetary value. - USE CODE: FLAT20: Simplifies the discount redemption process, ensuring ease of use. # Benefits - Hydra Glow (on moisturizer) - Anti-Dandruff (on shampoo) # Features - Australian Tea Tree & Salicylic Acid (on shampoo) - 3% Vitamin C (on serum) - Non-Drying (on shampoo) - Up to 100% Dandruff Free* (on shampoo) # Call to action None used. # Social proof - None used. # Point of view - Brand: The brand uses discounts, product visuals, and featured products to encourage consumers to purchase their items. # Storyline - The brand presents an offer of "FLAT 20% OFF ON ORDERS ABOVE ₹699" with the code "FLAT20", as seen from the brand's perspective. This entices viewers to make a purchase by offering a discount. - The brand showcases three of its products, including the Vitamin C serum, Non-Drying Anti-Dandruff Shampoo, and Hydra Glow Moisturizer, displayed against a soft blue gradient background. This gives the viewer a clear view of the available products.

# Ad summary This ad promotes Pilgrim hair and skincare products, offering a flat 35% discount on orders above ₹999 with a provided discount code. # Brand positioning Pilgrim is presented as a modern skincare and haircare brand that incorporates natural ingredients into its product formulations. The brand appears to focus on effective, gentle solutions for specific concerns such as dandruff, as indicated by the 'Non-Drying Anti-Dandruff Shampoo.' Pilgrim positions itself as a brand that blends nature and science to offer high-quality products. It aims to resonate with consumers looking for natural, effective solutions within the beauty and personal care space. # Product The ad features three Pilgrim products. The first product is Pilgrim's Non-Drying Anti-Dandruff Shampoo, which contains Australian Tea Tree and Salicylic Acid. It is packaged in a brown pump bottle with a turquoise label. The second product is a Hydra Glow Moisturizer, packaged in a black jar with a turquoise label. The third product is a serum, packaged in a turquoise bottle with a dropper. The ad emphasizes the brand's focus on gentle, effective solutions. The offer of 'Flat 35% Off' is positioned to overcome purchase barriers by providing a cost incentive for customers to try the products. # Visual style The ad uses a clean and modern visual style with a soft color palette. The product presentation is well-lit and professionally shot, giving a polished impression. The use of a gradient background and scattered confetti adds a touch of elegance. The composition is balanced, with the products arranged in a visually pleasing manner. # Hooks Headline: FLAT 35% OFF # Funnel stage Middle of funnel (Consideration) # Pain points The product targets individuals struggling with dandruff and the desire to have a product that is effective at fighting dandruff without drying out the hair. # Value propositions - Flat 35% off on orders above ₹999 using code FLAT35 # Benefits - Anti-Dandruff # Features - Australian Tea Tree - Salicylic Acid - Non-Drying Anti-Dandruff Shampoo - Hydra Glow Moisturizer # Call to action None used. # Social proof - None used. # Point of view - Brand: The entire image is promoting the Pilgrim brand and its products, featuring a clear offer and product showcase. # Storyline - The ad starts by announcing a 'Flat 35% OFF' discount. This is likely intended to immediately grab the viewer's attention and incentivize them to consider the offer. This is told from the brand's perspective. - Next, the ad specifies that the discount applies 'ON ORDERS ABOVE ₹999.' This clarifies the conditions of the offer, providing necessary details for the viewer. This is told from the brand's perspective. - The ad includes a 'USE CODE: FLAT35' prompt. This gives the viewer a clear instruction on how to redeem the offer, making the purchase process straightforward. This is told from the brand's perspective. - Finally, the ad displays a product showcase with the Pilgrim Non-Drying Anti-Dandruff Shampoo, Hydra Glow Moisturizer, and serum. This visually presents the product range that the offer applies to, encouraging the viewer to explore and purchase. This is told from the brand's perspective.

# Ad summary The image is an ad for Pilgrim brand products. It advertises 15% off the first order using the provided code. # Brand positioning Pilgrim is presented as a modern, nature-inspired skincare brand, appealing to consumers seeking effective and gentle solutions. The brand is positioned as clean beauty, emphasizing the use of natural ingredients for hair and skin. The brand occupies a space in the market for those who prioritize natural ingredients and eco-conscious choices in their beauty routine, while offering a touch of luxury. # Product The ad showcases three Pilgrim brand beauty products: a serum, a shampoo, and a moisturizer. The first product is a small serum in a turquoise blue bottle with a black dropper top, designed for easy and precise application. The second product is the Non-Drying Anti-Dandruff Shampoo, which features Australian Tea Tree & Salicylic Acid. It promises a gentle yet effective solution for dandruff control. It is packaged in a turquoise pump bottle. The last product is the Hydra Glow Moisturizer. It's packaged in a turquoise jar with a black lid. The products share a cohesive brand design, emphasizing their natural formulations and gentle care. # Visual style The ad uses a clean, bright aesthetic with a focus on the product packaging. The gradient background and confetti add a touch of celebratory feel, suggesting a special offer. The overall style is polished and modern, aiming to capture attention in a busy social media feed. # Hooks Headline: FLAT 15% OFF # Funnel stage Bottom of funnel (Conversion) # Pain points The ad implies that the customer wants to try a product for the first time and is looking for a discount. # Value propositions - 15% off for new customers using the code FIRST15 promotes trial and affordability. # Benefits - 15% OFF ON YOUR FIRST ORDER # Features - Non-Drying Anti-Dandruff Shampoo # Call to action None used. # Social proof - None used. # Point of view - Brand: The brand is communicating the products that they offer and the current deal. # Storyline - The ad grabs attention with a bold offer of 15% off the viewer's first order, which is conveyed by the brand to attract new customers and encourage initial purchases. - The ad presents three of the brand's product offerings, including serum, shampoo, and moisturizer. This is done to highlight the brand's product range and position them as solutions for various beauty needs, as told by the brand. - The image highlights a specific product attribute to build interest and trust in the brand's product line, from the brand's perspective.

# Ad summary This ad promotes Pilgrim's Brightening Ultra Light Gel Sunscreen. The ad features a male creator who shares his experience using the product for two years. He highlights its benefits, including tanning removal, skin brightening, and sun protection with SPF 60. The ad emphasizes that the sunscreen is lightweight, oil-free, and suitable for all skin types. # Brand positioning Pilgrim is presented as a brand that offers skincare solutions combining multiple benefits in one product. The brand aims to simplify skincare routines by providing products that are effective and easy to use. Pilgrim aligns with a lifestyle focused on convenience and efficacy, targeting consumers who seek multifunctional skincare solutions. The brand positions itself as a provider of products that address common skin concerns like tanning and dullness, while also offering sun protection. # Product Pilgrim's Brightening Ultra Light Gel Sunscreen is a skincare product designed to remove tanning, brighten the skin, and provide sun protection. It contains Vitamin C, known for its skin-brightening properties, and offers SPF 60 for maximum sun protection. The product is formulated as a gel-based sunscreen that is lightweight and oil-free, ensuring it does not leave a white cast or feel sticky on the skin. It is suitable for all skin types and combines the benefits of a serum, moisturizer, and sunscreen in one product. # Visual style The ad has a hybrid aesthetic, combining polished commercial elements with a UGC feel. The editing style includes quick cuts and static shots, creating a dynamic yet informative presentation. The production quality is a mix of professional and casual, which supports the tone of an enthusiastic user sharing their experience. The pacing is consistent, with cuts timed to the voiceover lines. # Hooks Spoken: 00:00–00:02 [Energetic] पहले ये देखो और अब ये देखो (First look at this and now look at this) Text overlay: 00:00–00:02 पहले ये देखो और अब ये देखो (First look at this and now look at this) Visual: 00:00–00:01 A vertically-oriented shot shows a man and woman in formal Indian attire on a stage, surrounded by a crowd. The man wears a gold and red sherwani, while the woman wears a matching lehenga. The lighting is bright, with blue spotlights shining on the couple. The camera is shaky, suggesting a handheld recording. / 00:01–00:02 A medium shot shows a man and woman sitting on a couch, laughing. The man wears a black t-shirt with white text, and the woman wears a white blazer over a gray top. The background is a plain wall. The camera is stationary. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of tanned and dull skin, as highlighted by the comparison of celebrities' before and after looks. The ad mentions that Ananya Panday was tanned during a shoot but now has a glow, implying that tanning is undesirable and that the product can help. # Value propositions - Serum, moisturizer, and sunscreen in one product - Best for skin brightening - Maximum sun protection # Benefits - Tanning removal - Skin brightening - Sun protection - No white cast - No stickiness - Suitable for all skin types # Features - Vitamin C - SPF 60 - Gel base - Lightweight - Oil-free # Call to action follow me and comment glow # Point of view - Customer 100% – The entire ad is delivered from the perspective of a customer sharing his experience and promoting the product. # Storyline - 00:00–00:01 The ad starts by showing before and after images of celebrities, highlighting their transformations. - 00:01–00:04 The creator introduces the topic by comparing the glow of celebrities, setting the stage for the product reveal. - 00:04–00:08 The creator notes that Ananya Panday was tanned during a shoot but now has a glow, implying a solution. - 00:08–00:12 The creator shows before and after photos of various celebrities, emphasizing their transformations. - 00:12–00:13 The creator reveals that there is a common secret to the celebrities' fast transformations. - 00:13–00:14 The creator shows a celebrity saying "sunscreen". - 00:14–00:17 The creator introduces the product as a solution for tanning removal and achieving a glow. - 00:17–00:20 The creator demonstrates the application of the brightening sunscreen. - 00:20–00:24 The creator shares his personal experience of using the sunscreen for two years. - 00:24–00:26 The creator highlights that the product combines serum, moisturizer, and sunscreen in one. - 00:26–00:29 The creator emphasizes the presence of Vitamin C for skin brightening. - 00:29–00:33 The creator highlights the SPF 60 for sun protection. - 00:33–00:35 The creator points out that the gel base does not leave a white cast. - 00:35–00:38 The creator mentions that the product is lightweight and does not feel sticky. - 00:38–00:41 The creator states that the product is suitable for all skin types. - 00:41–00:43 The creator encourages viewers to follow him and comment "glow" for the product link.

# Ad summary This ad promotes Pilgrim Amazon Patua Smoothing Shampoo with Keratin. The ad features a woman demonstrating how she uses the shampoo to achieve smooth, shiny hair at home, without the mess and ineffectiveness of DIY hair masks. # Brand positioning Pilgrim is presented as a brand that offers simple and effective solutions for achieving salon-quality hair at home. The brand positions itself against the DIY hair mask trend, suggesting that its products provide superior results with less mess and effort. The brand aligns with a lifestyle of convenience and efficacy, appealing to consumers who value time-saving solutions. The brand positioning is functional, focusing on the performance and simplicity of its products. # Product Pilgrim Amazon Patua Smoothing Shampoo with Keratin is a hair smoothing shampoo designed for dry and frizzy hair. It contains Patua and Keratin to provide natural protein, smooth hair, and promote a healthy scalp. The shampoo is sulfate and paraben-free. It promises to provide 10 times smoother hair and visible results after the first wash. # Visual style The ad has a UGC feel with a mix of static and quick cuts. The production quality is a hybrid of casual and polished, supporting the intended tone of an authentic user review. The pacing is moderate, with cuts timed to voiceover lines. The lighting is natural, and the backgrounds are simple and uncluttered. # Hooks Spoken: 00:00–00:05 Female 1: [Speaking Hindi] Bina parlor gaye agar aapko ghar pe hi aise glossy, shiny, ekdam glass jaise baal chahiye na guys? Text overlay: 00:00–00:05 बिना पार्लर गए अगर आपको घर पे ही ऐसे GLOSSY SHINY एकदम GLASS जैसे बाल चाहिए ना गाइस (Hindi text) (Caption box) Visual: 00:00–00:05: A medium shot shows the back of a woman with long, straight, brown hair. She runs her hands through her hair and brushes it. The background is a beige wall with decorative lighting and a green couch. The woman is wearing a brown t-shirt. The camera is stationary. The lighting is warm and natural. # Funnel stage Consideration # Pain points The central frustration is the mess and ineffectiveness of DIY keratin hair masks. "चाहे आप ऑनलाइन वीडियो देख के जितने मर्जी केराटिन मास्क बना लो आपको वो रिजल्ट नहीं मिल पाएगा बाल वैसे के वैसे ही ड्राई फ्रीज़ी रहते हैं (Hindi text)" # Value propositions - 10 times तक आपको केराटिन स्मूथ हेयर देगा और फर्स्ट वॉश में ही आपको रिजल्ट दिख जाएगा (Hindi text) - This connects the feature of Keratin to the benefit of smoother hair and quick results. - सल्फेट फ्री एंड पैराबिन फ्री प्रोडक्ट है ओमेगा 9 इसके अंदर है पतवा जो आपके हेयर्स को ना एकदम नेचुरल प्रोटीन देगा (Hindi text) - This connects the features of being sulfate and paraben-free, containing Omega 9 and Patua, to the benefit of providing natural protein for hair. # Benefits - 10 times smoother hair - Visible results after the first wash - Natural protein for hair - Healthy scalp # Features - Patua and Keratin - Sulfate and paraben-free - Omega 9 # Call to action आप सिर्फ कमेंट बॉक्स में ना लिंक लिख देना मैं आपको इसका लिंक प्रोवाइड कर दूंगी (Hindi text) # Social proof - "मुझे इसका रिजल्ट बहुत पसंद आया (Hindi text)" – Female 1 (Customer) - "I just love this product" – Female 1 (Customer) # Point of view - Customer 100% – The entire video is told from the perspective of a customer sharing her experience with the product. # Storyline - 00:00–00:05 00:00–00:05: The ad begins with a woman showing off her glossy, shiny hair, stating that she achieved this look at home without going to a parlor. The message is to convey that salon-quality hair is achievable at home. The perspective is from the woman, who is sharing her hair transformation. The tone is enthusiastic and inviting. - 00:05–00:18 00:05–00:18: The woman transitions to showing the messy process of making DIY keratin masks from online videos, highlighting the lack of results and the mess involved. The message is to show the ineffectiveness and inconvenience of DIY hair treatments. The perspective is from the woman, who is demonstrating the common struggles with DIY hair masks. The tone is frustrated and humorous. - 00:18–00:36 00:18–00:36: The woman introduces Pilgrim Amazon Patua Smoothing Shampoo with Keratin as a simple and easy solution for dry and frizzy hair. She demonstrates how to use the shampoo in the shower. The message is to present the shampoo as a convenient and effective alternative to DIY masks. The perspective is from the woman, who is sharing her positive experience with the product. The tone is informative and enthusiastic. - 00:36–00:54 00:36–00:54: The woman shows off her smooth, silky, and shiny hair after using the Pilgrim shampoo, emphasizing the natural protein and healthy scalp benefits. The message is to showcase the visible results and benefits of using the shampoo. The perspective is from the woman, who is sharing her satisfaction with the product. The tone is proud and confident. - 00:54–01:02 00:54–01:02: The woman recommends the shampoo and offers to provide a link in the comment box. She expresses her love for the product and signs off. The message is to encourage viewers to try the product and make it easy for them to purchase. The perspective is from the woman, who is endorsing the product. The tone is friendly and persuasive.

# Ad summary This ad promotes Pilgrim's Advanced Hair Growth Serum Roll-on. The ad features a creator who explains the benefits of the product, including that it helps grow new hair in 28 days and reduces hair fall in 14 days. The creator also demonstrates how to use the product and highlights its key ingredients and features. # Brand positioning Pilgrim is presented as a brand focused on hair growth solutions. The brand emphasizes the use of natural ingredients and advanced technology to deliver effective results. The brand aims to occupy a space in the consumer's mind as a reliable and safe option for hair growth, aligning with values of natural care and scientific innovation. The brand pushes against the norm of complex hair care routines by offering a simple, easy-to-use roll-on serum. # Product Pilgrim's Advanced Hair Growth Serum Roll-on is a hair growth product designed to promote new hair growth and reduce hair fall. It is formulated with double hair growth boosters and deep penetration technology, allowing the serum to absorb quickly and effectively into the scalp. The product contains 5% Capilia Stem Cell Complex, which revitalizes follicles and strengthens roots for strong hair. It is compact and travel-friendly, with a leak-proof design that fits easily into a bag. The serum is clinically tested for new hair growth in 28 days and reduces hair fall in 14 days. The roll-on applicator makes it easy to apply directly to the scalp without mess or fuss. The product is made with natural ingredients like rosemary and stem cells, making it a safe option for anyone to use. # Visual style The ad has a UGC feel with a mix of polished and casual shots. The editing style includes quick cuts and smooth transitions. The pacing is consistent throughout the ad, with cuts timed to the music and voiceover. The production quality is a hybrid of UGC and commercial, which supports the intended tone of an authentic and informative review. # Hooks Spoken: 00:00–00:05 Creator: Bhai pehle hi bata raha hu, ise sirf wahi use karna jaha aapko naye baal chahiye. Visual: 00:00–00:01 The creator, a young man with styled dark hair, sits on a dark gray couch in front of a light gray wall. He wears a white t-shirt under a black jacket with white trim. He holds a small, light blue and white roll-on bottle in his hand and gestures with his fingers. / 00:01–00:02 A close-up shot shows a young man with dark hair and a red sweater, pointing to his hairline. / 00:02–00:04 The same man from the previous shot applies the light blue and white roll-on bottle to his hairline. / 00:04–00:05 The creator from the first shot sits on the couch, holding the roll-on bottle and looking directly at the camera. # Funnel stage Consideration # Pain points The ad addresses the frustration of hair loss and slow hair growth, particularly around the hairline. # Value propositions - The roll-on applicator makes it easy to apply directly to the scalp without mess or fuss. - The product is made with natural ingredients like rosemary and stem cells, making it a safe option for anyone to use. - The product is compact and travel-friendly, with a leak-proof design that fits easily into a bag. # Benefits - New hair growth in 28 days - Reduces hair fall in 14 days - Revitalizes follicles and strengthens roots for strong hair - Easy to apply directly to the scalp without mess or fuss - Safe for anyone to use # Features - Double hair growth boosters - Deep penetration technology - 5% Capilia Stem Cell Complex - Compact and travel-friendly - Leak-proof design - Roll-on applicator - Natural ingredients like rosemary and stem cells # Call to action Comment "ROLL" # Social proof - Maine pehle bhi kaafi baar bataya hai ki isi ke serum ko use karke maine naye baal grow kiye the. – Creator - Doctors have approved the product. - Everyone who has used it has seen new hair growth. # Point of view - Customer 100% – The entire ad is told from the perspective of a customer who is reviewing and demonstrating the product. # Storyline - 00:00–00:05 The creator introduces the product and warns viewers to only use it where they want new hair to grow. - 00:05–00:08 The ad shows a man with excessive hair growth on his chest and back, implying the consequences of using the product in unwanted areas. - 00:08–00:13 The ad highlights the product's key features, including double hair growth boosters and deep penetration technology. - 00:13–00:19 The ad shows a before-and-after comparison of hair growth after using the product for 28 days. - 00:19–00:23 The ad claims that the product reduces hair fall in 14 days. - 00:23–00:28 The creator emphasizes that he has used the product's serum before to grow new hair. - 00:29–00:34 The creator explains that the roll-on version of the serum helps grow new hair faster. - 00:34–00:47 The creator demonstrates how to use the product by applying it to the scalp. - 00:47–00:55 The creator highlights that the product is 100% safe and made with natural ingredients like rosemary and stem cells. - 00:55–01:04 The ad shows doctors approving the product and emphasizes that everyone who has used it has seen new hair growth. - 01:04–01:08 The creator encourages viewers to comment "ROLL" for the product link.

# Ad summary This ad features a man promoting a Korean Rice Water Hydra Glow Moisturizer by Pilgrim. He is trying to persuade the audience to purchase this product instead of other Korean products, claiming it costs under 400 rupees. The ad highlights that it is lightweight, perfect for summers, and has a jelly-like, watery texture that melts and absorbs quickly with no stickiness. The moisturizer contains hyaluronic acid, niacinamide and ceramides. # Brand positioning Pilgrim is a brand that offers affordable skincare products made with ingredients popular in Korean skincare routines. The brand offers a budget-friendly alternative to expensive imported products without compromising on quality or effectiveness. Their functional positioning is rooted in delivering comparable skincare results to Korean beauty trends at a much lower price point. # Product The Pilgrim Korean Rice Water Hydra Glow Moisturizer is a lightweight moisturizer perfect for summers that offers a cooling feel. It features a jelly-like, watery texture that melts instantly upon application and absorbs super quickly. The moisturizer includes five types of Hyaluronic acid for deep hydration that lasts up to 72 hours, 3% Niacinamide to reduce dullness and even skin tone, and Ceramides to strengthen the skin barrier, locking in moisture. # Visual style The ad has a UGC aesthetic with a casual, conversational tone. It features natural lighting and simple editing with direct cuts between scenes. The pacing is moderate, averaging around 13 cuts per minute, which helps maintain viewer engagement while still allowing enough time to showcase the product and its features. # Hooks Spoken: 00:00–00:04 Guys, Korean skin ke liye itne paise kyu spend kar rahe ho jab yeh under 400 mil raha hai? Text overlay: 00:00–00:00 Guys / 00:01–00:03 ke liye itne paise kyu spend / 00:03–00:05 rahe ho jab yeh Visual: 00:00–00:04 A young South Asian man with short dark hair and a white shirt stands indoors. He is positioned in the center of the frame. He is smiling and directly addressing the camera as he gestures with a handful of Indian rupee notes. # Funnel stage Consideration # Pain points Korean skincare products are expensive, making them inaccessible to many consumers. “Guys, Korean skin ke liye itne paise kyu spend kar rahe ho jab yeh under 400 mil raha hai?” # Value propositions - The product delivers Korean glass skin and cooling summer feel in just 400 rupees. # Benefits - For summers - Absorbed super quickly - No stickiness - Deep hydration - Hydration that lasts up to 72 hours - Dullness reduce - Skin tone even - Skin barrier strong - Moisture lock - Korean glass skin # Features - Hydra Glow Moisturizer - Jelly-like watery texture - Five types of Hyaluronic acid - 3% Niacinamide - Ceramides - Lightweight - Cooling # Call to action Comment 'GLOW' for the product link # Point of view - Customer 100% – The entire video is told from the perspective of a male customer who uses the product, and uses his tone and style to express his opinions and point of view. # Storyline - 00:00–00:04 00:00–00:04 The video begins with the creator stating people are spending too much money on Korean skincare, conveying the idea that people are overspending on these products. - 00:04–00:06 00:04–00:06 He then shows a before and after and states, "Just look at the difference", implying that the product is effective and provides visible results. - 00:06–00:12 00:06–00:12 The creator presents the moisturizer and mentions it is perfect for summers because it is lightweight and cooling, explaining the benefits of the product's formula. - 00:12–00:19 00:12–00:19 Next, the creator demonstrates the jelly-like texture and explains it melts instantly, absorbs quickly, and has no stickiness or chip-chip, highlighting the product's texture and absorption properties. - 00:20–00:33 00:20–00:33 The creator lists the key ingredients like Hyaluronic Acid, Niacinamide, and Ceramides, and explains how each contributes to hydration, reducing dullness, evening skin tone, and strengthening the skin barrier. He ends this section with “Okay”, serving as a transition to the next. - 00:33–00:38 00:33–00:38 He recaps the benefits: "Korean glass skin, cooling summer feel and long hydration", reinforcing the key benefits. - 00:38–00:41 00:38–00:41 The video concludes with a call to action: "Comment 'GLOW' below for the product link", encouraging viewers to engage for more information.

# Ad summary This ad is a UGC demo promoting a peeling solution product that removes dead skin cells and tanning. # Brand positioning The brand is positioned as a provider of simple, effective, and affordable skincare solutions, particularly for individuals experiencing skin issues like tanning, blackheads, and whiteheads. The brand pushes back against the need for expensive treatments like lasers, instead offering an accessible at-home solution. The brand adopts a functional approach, focusing on providing tangible results like the removal of tanning, revealing the skin's natural brightness. The brand’s identity promotes the values of simplicity, accessibility, and efficacy in skincare. # Product The product is a peeling solution containing 25% AHA, 2% BHA, and 5% PHA, formulated to exfoliate the skin by removing dead skin cells and clearing tanning. It is designed for individuals experiencing tanning, blackheads, and whiteheads, as well as those who feel their skin has darkened over time. It is applied to the face, neck, and hands, where tanning is present. The solution should be left on the skin for 10 minutes before being washed off. The ad suggests that with regular use (once a week), tanning will visibly reduce in two weeks, revealing the skin's natural brightness. The ad addresses the barrier of expensive treatments by positioning the peeling solution as an affordable and effective alternative to costly procedures like laser treatments. # Visual style The ad has a UGC feel with bright lighting and basic transitions between shots, creating a casual and accessible tone. The editing style is simple, with static shots and occasional cuts to different scenes. There are no obvious visual motifs, and the pacing remains relatively consistent throughout the ad. # Hooks Spoken: 00:03–00:04 [Enthusiastic] Blackheads, whiteheads, aur tanning hai toh is video ko skip karna tumhari sabse badi galti hogi. Visual: 00:03–00:03 A mid-shot features a fair-skinned person with dark hair wearing a gray hoodie and a black t-shirt with a white logo, standing in front of a blue wallpaper. The person is holding a black microphone and speaking to the camera. The framing is stationary and the lighting is bright. # Funnel stage Consideration # Pain points The ad addresses the frustration of having tanned skin that makes you feel unlike yourself. The creator asks, "If you were naturally fair-skinned as a child, and now you wonder how I got so dark?" # Value propositions - Remove dead skin cells with AHA, BHA, and PHA - Dermatologically approved product means it’s safe to use # Benefits - Removes dead skin cells - Clears tanning - Skin returns to its natural brightness # Features - Peeling solution - 25% AHA - 2% BHA - 5% PHA - Dermatologically approved # Call to action Comment tan # Point of view - Customer 10% – This is communicated through the presentation of various people of diverse genders using the peeling solution on their face. - Brand 90% – This is communicated through the creator sharing information about the peeling solution product. # Storyline - 00:00–00:03 00:00–00:03 A close-up shot of tweezers removing blackheads from a nose is shown, alongside text asking, "Can your tweezers do this?" - 00:03–00:04 00:03–00:04 The creator addresses the audience, stating that skipping this video will be a mistake if they have blackheads, whiteheads, or tanning. - 00:04–00:05 00:04–00:05 The screen flashes to a picture of the creator as a child with lighter skin, followed by him as an adult with darker skin. - 00:06–00:08 00:06–00:08 The creator expresses a personal connection to the topic, referring to having lighter skin as a child and noting that tanning has darkened his skin. - 00:08–00:11 00:08–00:11 The creator informs the audience that their darker skin is not their real skin tone but rather tanning. - 00:11–00:17 00:11–00:17 The creator states that tanning doesn't mean the skin has become permanently dark and that costly treatments or lasers are not needed to remove it. - 00:17–00:23 00:17–00:23 The creator instructs viewers to use peeling solution on their face, neck, and hands once a week for 10 minutes and then wash it off. - 00:23–00:27 00:23–00:27 The creator claims that if the right product is used, users will notice their tanning clearing in two weeks and their skin will return to its natural brightness. - 00:27–00:31 00:27–00:31 The creator states the removal of tanning is not magic but rather “proper science” using a peeling solution. - 00:31–00:39 00:31–00:39 The creator describes the peeling solution’s ingredients, stating that the AHA, BHA, and PHA remove dead skin cells, causing the tan to clear, and emphasizes that the skin does not turn white but returns to its real skin tone. - 00:39–00:44 00:39–00:44 The creator states that the product is dermatologically approved and safe to use, and provides additional examples of different people using the product. - 00:45–00:49 00:45–00:49 The creator tells the audience to comment “tan” if they would like to use the same peeling solution.

# Ad summary A male creator promotes an Indian moisturizer. He begins by stating that you don't need to use a lot of products to achieve Korean glass skin. He then shows a blue jar of Indian moisturizer and demonstrates how to apply it. The ad states this moisturizer provides a cooling effect for the face, is perfect for summer, and gives you Korean glass skin for under $400 rupees. He adds that it provides 72 hours of intense hydration with 5 types of hyaluronic acid, 3% niacinamide, and ceramides. # Brand positioning This ad positions the featured moisturizer as a shortcut to achieving the popular 'Korean glass skin' look. The brand appeals to consumers seeking a simple and affordable routine by presenting its Indian-made moisturizer as an alternative to multi-step Korean skincare. The brand aligns with a functional and practical approach to beauty by focusing on key ingredients like hyaluronic acid and niacinamide. The affordable price point undercuts typical beauty costs. # Product The advertised product is a moisturizer. It gives a cooling effect on the face and is perfect for summers. It is also budget friendly, just under ₹400. This moisturizer gives Korean glass skin and gives 72 hours of intense hydration with 5 types of hyaluronic acids that go into the skin's deeper layers. It also contains 3% niacinamide, which reduces dark spots and brightens the skin, and ceramides for strengthening skin barrier. It has a water-like jelly texture that absorbs nicely. It is lightweight and for all skin types. # Visual style The ad has a UGC feel and features selfie-style camera angles and quick cuts. The lighting is natural, and the editing is simple, with text overlays timed to voiceover lines. The pacing is consistent and upbeat. # Hooks Spoken: Male 1: Dekho aapko ye sab karne ki bilkul bhi zaroorat nahi hai, just to achieve Korean glass skin. Visual: 00:00–00:02: The creator is indoors against a striped wall, wearing a black shirt, with his face covered in a white substance. He is centered in the frame, looking into the camera, and using his fingers to apply more of the white substance to his face. There are 2 framed pictures in the background. / 00:02–00:04: The creator is indoors against a striped wall, wearing a black shirt. He is centered in the frame, looking into the camera, and pointing at his lips. There are 2 framed pictures in the background. # Funnel stage Consideration # Pain points The frustration of using multiple products to achieve Korean glass skin, as signaled by the line, “Dekho aapko ye sab karne ki bilkul bhi zaroorat nahi hai, just to achieve Korean glass skin.” # Value propositions - Achieving Korean glass skin with just one product. - Moisturizer is budget friendly at just under ₹400. - 72 hours of intense hydration # Benefits - Perfect for Summers - Gives korean Glass Skin - Skin ke deeper layers mein jaake skin ko hydrate karta hai - Reduces dark spots - Brighten karta hai - Skin barrier ko strong karte hain - Lagate hi badhiya se absorb ho jata hai - Lightweight - Sare skin types ke liye perfect hai # Features - Gives cooling effect on your Face - Budget friendly Just Under ₹400 - Gives 72 hours Of Intense hydration - 5 Types of Hyaluronic Acids - 3% Niacinamide - Ceramides for Strengthening skin barrier - Water like Jelly texture # Call to action Comment glow For the link # Social proof - None used. # Point of view - Customer 100% – The entire ad is delivered by a person implying first-hand use of the product. # Storyline - 00:00–00:04 The creator applies a product all over his face, then states, “Dekho aapko ye sab karne ki bilkul bhi zaroorat nahi hai, just to achieve Korean glass skin.” He gestures a finger to his lips and smiles. - 00:04–00:06 The creator holds up a container of Indian moisturizer and encourages viewers to try this instead. - 00:06–00:16 The creator applies the moisturizer to his face while stating the product ‘gives cooling effect on your face,’ ‘perfect for summers,’ and ‘gives Korean glass skin.’ - 00:16–00:22 The creator states the product ‘gives 72 hours of intense hydration.’ An animation demonstrates the skin absorbing the product. - 00:22–00:27 The creator highlights that the product contains 3% niacinamide and ceramides, stating niacinamide ‘reduces dark spots and brightens the skin’ and ceramides ‘strengthen the skin barrier.’ - 00:27–00:34 The creator shows a small amount of moisturizer in his hand, explaining the product’s water-like jelly texture, before stating that the moisturizer is ‘lightweight’ and ‘perfect for all skin types.’ - 00:34–00:36 The creator asks viewers to comment glow ‘for the link’.