How Pilgrim advertises
6,265 public ads run by Pilgrim, with 585 still live. Mostly about Serums & treatments.
Aug 31, 2025 → Jul 9, 2026· Meta ad library
Key learnings
Read from Pilgrim's own figures against the other 7 Beauty & Personal Care brands here.
Its output runs well above the category.
6,265 ads, 2.2× the category median of 2,913, which places it 2nd of 15.
One hook does the heavy lifting.
“Buy 1 Get 1 Free” runs across 294 creatives, with Buy 1 Get 1 FREE (149), Sunscreen, serum, moisturizer, all in just one product? (44) behind it.
It sells the category, not a deal.
86% of its classified creative leads on value and only 14% on a discount. What discounting there is: Buy 1 Get 1 Free (506), Free Jute Bag on orders above ₹699 (197).
The ask barely varies.
97% of its ads end on “Shop now”, ahead of Learn more (98), See details (50).
Creator pages carry a real share of the spend.
17% of its ads ran through a creator's page rather than its own. The source names no creator, so only the share is shown.
Every figure is a count from the analysed creatives, not an estimate.
What it makes
Pilgrim runs 85% video against 15% static, above the 47% category average across the 198 brands in this library.
Creative category
What the ad is fundamentally doing: leading on the category's value, on a discount, or on a story.
Based on the 99% of 6,265 ads that carried this field.
Format
Video against static, across everything it has run.
5,334 video · 931 static · 17% via a creator page
Languages it advertises in
Content language of the ad, as classified on each creative.
How much it ships
New ads first seen each month. Output fell in the most recent month on record.
New ads per month
Ads counted in the month they were first seen, so a spike is new work rather than continued spend.
Of those, still running
How much of each month's output is still in market. A rising tail means recent work survived.
How long an ad lasts
The typical Pilgrim ad runs 42 days from first to last sighting. Longevity is how creative fatigue shows up in public data: neither it nor reuse is a performance metric.
Run length
How long each ad stayed up, from first to last sighting. Short runs mean fast creative turnover.
- Under a week1,097
- 1–4 weeks1,950
- 1–3 months2,627
- Over 3 months591
4 shown · 6,265 ads across them
Based on the 94% of 6,265 ads that carried this field.
Reuse
A creative that ran under more than one ad. The source reports no spend, so this is the only signal of conviction in it.
14,645 ad variants across 6,265 creatives
What it says
Its most repeated opening line is "Buy 1 Get 1 Free", used on 294 ads. These are the hooks it keeps coming back to.
Opening lines
The hook the creative leads with, most repeated first.
- Buy 1 Get 1 Free294
- Buy 1 Get 1 FREE149
- Sunscreen, serum, moisturizer, all in just one product?44
- 24 HOURS ONLY Buy 1 Get 1 Free39
- Exposing This Viral Shampoo37
- PAYDAY SALE Buy 1 Get 1 Free37
- Pigmentation? Uneven skintone?29
- I am speechless What an Amazing product29
8 shown · 658 ads across them
Offers
The deal being put in front of the buyer.
- Buy 1 Get 1 Free506
- Free Jute Bag on orders above ₹699197
- + Free Jute Bag on orders above ₹699132
- Discount Auto-applied111
- Buy 1 Get 1 FREE104
- 18% off38
6 shown · 1,088 ads across them
Based on the 76% of 6,265 ads that carried this field.
Messaging angle
The primary approach the ad takes.
- Discount-led87
- Promotional offer85
- Problem/solution59
- Discount-led promotion59
- Problem-solution and feature-benefit44
- Product demonstration and personal testimonial.41
6 shown · 375 ads across them
Emotional appeal
Model-assigned, not a platform field.
- Confidence in appearance62
- Fear of missing out58
- Trust in clinical results54
- Aspiration for healthy skin54
- Aspiration for glowing skin53
- Aspiration for healthy hair52
6 shown · 333 ads across them
Based on the 29% of 6,265 ads that carried this field.
Hook type
How the opening earns the next second.
- Problem-Solution1,466
- Curiosity575
- Benefit / Value532
- Offer / Price249
- Feature / Product135
- Social Proof53
6 shown · 3,010 ads across them
Based on the 48% of 6,265 ads that carried this field.
What it sells
The ask is almost always "Shop now".
Product categories
The kind of thing being advertised, as classified on each creative.
- Serums & treatments1,483
- Face care1,399
- Hair care1,122
- Face serums & treatments1,068
- Hair & scalp treatments1,067
- Pigmentation & brightening care1,009
- Shampoo & hair cleansers936
7 shown · 8,084 ads across them
Named products
The specific things it puts in the ad.
- Pilgrim Advanced Hair Growth Serum371
- Pilgrim 10% Vitamin C Face Serum293
- Advanced Hair Growth Serum292
- 10% Vitamin C Face Serum189
- Non-Drying Anti-Dandruff Shampoo162
- Pilgrim Brightening Serum Sunscreen157
- Pilgrim Advanced Hair Growth Serum Roll-on153
7 shown · 1,617 ads across them
Call to action
The button the ad ends on — the single clearest statement of what it wants.
- Shop now6,068
- Learn more98
- See details50
- Visit Instagram profile49
4 shown · 6,265 ads across them
Where it sends the click
Destination host, with tracking parameters stripped.
- discoverpilgrim.com6,060
- fb.com149
- instagram.com49
- play.google.com5
- apps.apple.com1
5 shown · 6,264 ads across them
What it is trying to do
The source carries no funnel stage. It does carry a coarser read on each ad's intent, and only on some of them.
Performance against brand
Whether the ad chases a conversion or builds awareness. Model-assigned, and only on the ads that carried it.
Based on the 25% of 6,265 ads that carried this field.
The work
The 5 ads Pilgrim reused most, deduplicated by content hash so the same artwork never appears twice. The most-reused creative is the only signal of consequence the source carries: nothing here is a performance ranking, because no spend, impression or click data exists in a public ad library.
Top video creatives (5)
How the rest of Beauty & Personal Care advertises
The biggest advertisers in this category on the same measures. Every one has its own page.
| Brand | Ads | Live | Video | Reused | Typical run |
|---|---|---|---|---|---|
| Nykaa Fashion | 12,270 | 8% | 26% | 27% | 24d |
| Pilgrim | 6,265 | 9% | 85% | 42% | 42d |
| The Derma Co. | 4,717 | 20% | 84% | 38% | 52d |
| Moxie Beauty | 4,557 | 11% | 60% | 52% | 32d |
| Beardo | 4,293 | 20% | 65% | 28% | 53d |
| Bella Vita | 4,153 | 16% | 75% | 35% | 46d |
| Foxtale | 3,952 | 47% | 47% | 64% | 32d |
| Manmatters | 3,624 | 46% | 85% | 36% | 34d |
This is a slice of what Hawky sees
This page is built from public ad-library records alone. Hawky's Competitor Analysis runs the same read across every advertiser in a category, refreshed continuously, alongside the account's own performance, which is the half no public library contains.
How this was built
Counted from 6,265 public Meta ad-library records for Pilgrim, first seen Aug 31, 2025 through Jul 9, 2026. Counts include dynamic product, dynamic creative and catalogue ads, so a filtered dashboard view will report fewer.
There is no spend, impression, click or conversion data here, because public ad libraries do not carry any and none can be inferred. Creative category, hook type, emotional appeal and intent are model-assigned classifications, not fields the platform reports. Where a classification covers only part of the library, the share is stated next to the chart.
“Reused” counts a creative that ran under more than one ad. Run length is the gap between an ad's first and last sighting, over the 94% of records carrying both dates. Paid collaboration is counted from the presence of a creator page on the ad; no creator is named.
Every comparison here is computed against the 8 Beauty & Personal Care brands in this library, not an external benchmark.
