L’Oréal Paris, a global beauty brand, has launched the latest “I’m Worth It” campaign with Bollywood actress and its global brand ambassador, Alia Bhatt.
The campaign film, produced by McCann India, will run globally across television, social and digital platforms.
As a part of the campaign research, McCann India did a deep-dive into the truth about Indian women, which uncovered a range of invisible and unspoken sanctions, often imposed by society, on the aspirations of Indian women. The findings revealed that while Indian women are allowed to dream, their dreams are expected to be within prescribed ‘limits’. The campaign, therefore, inspires millions of Indian women to define their self-worth through their standards, without getting deterred by societal expectations, it clarified.
For the brand, Bhatt embodies its core values, representing inclusivity and empowerment, sharing the transformative power of self-belief with women all over the world.
Also Read: L’Oréal Paris Onboards Alia Bhatt As Its Global Brand Ambassador
As per the brand, L’Oreal’s 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 of 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.
Click here to watch the campaign-
Speaking about the launch, Prasoon Joshi, Chairman, McCann Worldgroup Asia, CEO and Chief Creative Officer, McCann Worldgroup India, said, “This campaign is crafted to ensure the message is both relevant and resonant in the evolving cultural landscape. The team’s endeavor 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 honor and inspire the exceptional women of India.”
Siddhi Yadav, ECD, McCann Worldgroup India, said, “It was an absolute delight to work with such an extraordinary woman for our latest campaign with our incredible and valued brand partner, L’Oréal 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.”
Dario Zizzi, General Manager, L’Oréal Paris, India, said, “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”.
Credits–
Agency- McCann Worldgroup
Executive Creative Director- Siddhi Yadav
Creative Director- Ritika Mazumdar
Associate Creative Director- Sayashi Ghosh
Creative Team Leader (Copy)- Shivani Deshpande
Creative Team Lead (Copy)- Samidha Ghone
Creative Team Leader (Art)- Ankita Dalal
Creative Team Leader (Art)- Priyanshi Sanghvi
Senior Vice President- Amritarupa Benerjee
Brand Service Director- Sai Chaulkar
AVP Planning- Neerja Goswami
Junior Planner- Ishaan Menon
Vice President and Creative Head, Films- Jeet Kalra
AVP, Films- Vrushali Samant
Senior Agency Producer, Films- Sameer Relia
Client- L’Oréal Paris
Brand GM L’Orèal Paris India- Dario Zizzi
Brand Business Lead- Pravallika Bommareddy
Project Manager- Sneha Shenoy
Social and PR lead- Jehanin Pajnigar
Production House- Colour Palette Films
Executive Producer- Sayan Banerjee
Director- Arunima Sharma
DOP- Arnold Fernandes
Production Designer- Anindya Choudhury
Editor- Hemant Turte
Photographer- Bikramjit Bose
FEAT. ARTIST, Talent Agency
Make-up Artist- Puneet Saini
Hair Stylist- Amit Thakur
Stylist- Priyanka Kapadia
