L’Oreal Paris and McCann India Release Latest ‘I’m Worth It’ Campaign Featuring Alia Bhatt

L’Oreal Paris has tapped Bollywood actress, Alia Bhatt, as their global brand ambassador launching the brand’s latest “I’m Worth It” campaign. The campaign includes a film, produced by McCann India, that will run globally across television, social and digital platforms.

As part of the campaign research, McCann 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 own standards, without getting deterred by societal expectations.

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.

A celebrated actress and philanthropist, Alia Bhatt was named one of Time Magazine’s 100 Most Influential People in 2024. She has been featured in Forbes’ 30 Under 30 and the Fortune list of the 50 Most Powerful Women in Indian Business. In 2022, she received the TIME 100 Impact Award. Alia Bhatt, who owns one of the top five Instagram accounts in India with over 85 million followers, champions environmental and social progress.

Image via McCann Worldgroup

 

“This campaign is crafted to ensure the message is both relevant and resonant in the evolving cultural landscape,” Prasoon Joshi, Chairman, McCann Worldgroup Asia & CEO and Chief Creative Officer, McCann Worldgroup India..

“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.”

“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,” said Siddhi Yadav, ECD, McCann Worldgroup India..

“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’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.

Credits

Agency: McCann Worldgroup

Siddhi Yadav: Executive Creative Director

Ritika Mazumdar: Creative Director

Sayasi Ghosh: Associate Creative Director

Shivani Deshpande: Creative Team Leader (Copy)

Samidha Ghone: Creative Team Lead (Copy)

Ankita Dalal: Creative Team Leader (Art)

Priyanshi Sanghvi: Creative Team Leader (Art)

Amritarupa Benerjee: Senior Vice President

Sai Chaulkar: Brand Service Director

Neerja Goswami: AVP Planning

Ishaan Menon: Junior Planner

Jeet Kalra: Vice President & Creative Head, Films

Vrushali Samant: AVP, Films

Sameer Relia: Senior Agency Producer, Films

 

Client: L’Oreal Paris

Dario Zizzi: Brand GM L’Orèal Paris India

Pravallika Bommareddy: Brand Business Lead

Sneha Shenoy: Project Manager

Jehanin Pajnigar: Social and PR lead

 

Production House: Colour Palette Films

Sayan Banerjee: Executive Producer

Arunima Sharma: Director

Arnold Fernandes: DOP

Anindya Choudhury: Production Designer

Hemant Turte: Editor

Bikramjit Bose: Photographer

Feat. Artist: Talent Agency

Puneet Saini: Make-up Artist

Amit Thakur: Hair Stylist

Priyanka Kapadia: Stylist

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