L’Oréal Paris has enlisted Bollywood star Alia Bhatt as their global brand ambassador, debuting the latest “I’m Worth It” campaign. Produced by McCann India, the campaign includes a film set to air worldwide across television, social media, and digital platforms. As part of the campaign research, McCann conducted an in-depth exploration into “The Truth About Indian Women,” uncovering a variety of invisible, unspoken restrictions often imposed by society on their aspirations. The research revealed that while Indian women are encouraged to dream, their dreams are expected to remain within certain societal boundaries.
The campaign seeks to inspire millions of Indian women to define their self-worth on their own terms, free from societal limitations. For L’Oréal, Alia Bhatt perfectly embodies these values of inclusivity and empowerment, sharing the message of self-belief with women around the globe.
A celebrated actress and philanthropist, Bhatt was named one of Time Magazine’s 100 Most Influential People in 2024. She has also appeared in Forbes’ 30 Under 30 and Fortune’s list of the 50 Most Powerful Women in Indian Business. In 2022, she was honored with the TIME 100 Impact Award. With over 85 million Instagram followers, Bhatt not only holds one of India’s top five Instagram accounts but also uses her platform to advocate for environmental and social progress.
“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
