Zeenat Aman channels 'Miranda Priestly', giving Apoorva Mukhija the TRESemmé fix
The campaign features an ad film inspired by The Devil Wears Prada, as its sequel releases in theatres on 1 May.
TRESemmé has rolled out a campaign featuring actor Zeenat Aman and content creator and actor Apoorva Mukhija to highlight its partnership with The Devil Wears Prada 2, which is set to launch in theatres on 1 May and spotlight its Leave-in conditioner.
The campaign comprises an ad film. The film opens inside Runway, a fictional publication presented by TRESemmé. Aman plays the formidable editor, channelling the unmistakable poise and authority of Miranda Priestly. Her assistant, portrayed by Mukhija, enters, juggling shopping bags filled with samples along with two cups of coffee. Aman immediately critiques her hair, calling it 'an electric choice.' Mukhija blames Mumbai’s heat and humidity, insisting she’s doing her best to manage it. Unimpressed, Aman declares she needs a hair hydration expert immediately. Mukhija launches into a rant about her dislike for salons and how they literally give her a pain in the neck. Cutting her off, Aman sharply responds, 'Don’t be ridiculous, Emily', a clear nod to Priestley’s habit of calling all her assistants Emily, before introducing TRESemmé’s leave-in conditioner, outlining its benefits with precision. She closes the exchange with a crisp, “That’s all,” echoing Priestly’s signature dismissal.
What we think about it: As the film’s release nears, global brand tie-ins, from Diet Coke to L'Oréal Paris with Kendall Jenner, have been everywhere. This execution here stands out for its Indianised take on Runway, which feels fresh. However, the product integration falls short. Apoorva Mukhija’s perfectly styled hair undercuts the problem-solution narrative, and the overuse of iconic lines feels forced. It’s timely, but could have been sharper. More notably, Indian brands haven’t tapped into the film’s hype as strongly as global players.
The campaign was released on Instagram on 19 April.