Birju from Ganji Chudail is seen using Pilgrim for a major glow-up in the latest ad campaign
Popular animated character Ganji Chudail's refreshing, and quite unusual, association with skincare brand Pilgrim forms a two-part Instagram ad series that hits the beauty transformation in the spooky light of the deep darkness of night. The series, posted on Majedar Kahani's Instagram page, creates an interesting scene by adding humor, fantasy, and skincare elements into this captivating story.
The infamous Ganji Chudail-the name means "bald witch"-is shown causing mischief in her village as she compulsively seeks a way to grow long, beautiful hair. She is not one to tolerate being bald, after all. And she tries everything: from weird potions to some sort of eldritch trick. And just as the villagers are at their wit's end, a wise woman suggests doing the last thing they thought possible, Pilgrim's Advanced Hair Growth Serum.
And the panacea does wonders; 28 years pass, and this hyperbole, Ganji Chudail finally becomes a beauty icon with all hair-long luscious. The dark witch whom everyone feared becomes the idol of the village. And when Pilgrim's serum bottles are hung together with age-old charms, to have good fortune, lemon and chili, people went.
Well, the second half of the campaign carries ahead from where she dramatically transformed. With the gorgeous mane now, Ganji Chudail roams around with Sultan-e-Shaitan on dates trying to make Birju-her former boyfriend jealous. He feels insecure as he does not have fair skin and cannot compete with her.
This is where Pilgrim's Vitamin C Face Serum comes in. Through a stroke of luck, Birju gets hold of the serum, and within five days of application, his skin has a glow and his confidence is recovered. The transformation is so magical that even Ganji Chudail falls for him all over again. In the end, the two share a playful reconciliation, with the witch calling him her "Pookie," to the chagrin of the viewers.
Ganji Chudail, from her nursery stage, where she used to make animated Hindi story videos for YouTube, has now become a cultural icon, collaborating with big brands such as Netflix and Nykaa. With that unique personality along with witty charm, she is a darling of audiences and brands in search of creative ways to push their products.
For the brand Pilgrim, this collaboration is another feather in their cap in a fun way to show off their products. Showing happiness with promising effective skincare blended well with the promise of effectiveness helped the brand connect with audiences on a more profound and entertaining level.
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