L’oreal Paris and McCann India launch campaign with Alia Bhatt

L'Oreal Paris has signed actor Alia Bhatt as their newest global brand ambassador, launching the latest “I’m Worth It” campaign this month. The campaign, produced by McCann India, will run globally across television, social and digital platforms.

For, L’Oreal, Bhatt embodies their core values, representing inclusivity and empowerment, sharing the transformative power of self-belief with women all over the world.

"This campaign is crafted to ensure the message is both relevant and resonant in the evolving cultural landscape. The team’s endeavour is to present a campaign which reflects the cultural and aspirational values of Indian women. With Alia Bhatt as the global ambassador, it’s a compelling voice that aligns with the vision to honour and inspire the exceptional women of India”, said Prasoon Joshi, Chairman, McCann Worldgroup Asia & CEO and Chief Creative Officer, McCann Worldgroup India.

“It was an absolute delight to work with such an extraordinary woman for our latest campaign with our incredible and valued brand partner, L’Oreal Paris. Alia Bhatt delivers the message to women with great poise and authenticity reminding women that they hold the power to their own worth. The campaign resonates deeply with the women of India and is creating an empowering and impactful social conversation for the brand,” commented Siddhi Yadav, ECD, McCann Worldgroup India.

Dario Zizzi, General Manager, L’Oreal Paris, India added: “The campaign - My Worth, My Choice - is a celebration of women and their choices being their own. With the extraordinary creative and executional talent of McCann we turned this beautiful insight into a powerful campaign that would inspire many. Who better to front this than Alia Bhatt - who speaks for all women in the film. L'Oréal Paris' message of worth, McCann's skill in creating masterpieces, and Alia's inspiring personality created the perfect mix that shouts you’re worth It”.

L’Oreal’s famous tagline, “I’m Worth It”, was coined in 1971 by Ilon Specht, a 23-year-old female copywriter at McCann, and has united women around the world for over 50 years, empowering women all ages and backgrounds to believe in their beauty and self-worth. The inspirational and culturally diverse women who front the brand worldwide make the phrase relevant not just for their generation and their mother’s generation, but for generations to come.