Mumbai, India – Cosmetics brand L’Oreal Paris empowers women to define their self-worth in its latest ‘I’m Worth It’ campaign with McCann India. Starring Bollywood actress Alia Bhatt, the film campaign persuades women to ignore societal standards that hinder them from their aspirations.
The campaign is backed by research that revealed how Indian women are hounded by standards set by society in the way they look and act. These standards set limits on women and their dreams, influencing how they see their worth.
As L’Oreal’s new global brand ambassador, Bhatt conveys inclusivity and empowerment in the film campaign. While celebrating her self-worth, she encourages other women to do the same.
‘I’m Worth It’ has been L’Oreal’s tagline since 1971, empowering women to see their beauty.
“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,” Prasoon Joshi, chairman at McCann Worldgroup Asia and chief executive officer and chief creative officer at McCann Worldgroup India, said.
Siddhi Yadav, executive creative director at McCann Worldgroup India, commented, “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.”
“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,” Dario Zizzi, general manager at L’Oreal Paris, India, said.
