L'Oreal Paris has signed actor, Alia Bhatt, as global brand ambassador, and launched a film featuring her.

The film has been conceptualised by McCann India and extends the ‘I’m Worth It’ brand message, first coined in 1971.

It aims to inspire Indian women to define their self-worth through their own standards, without getting deterred by societal expectations. It opens with Bhatt claiming how women are asked to dream, but have a boundary set for them; they are told to speak up, however whether they are heard or not, is not a guarantee; they are asked to look good – but with a rider of not being too skinny or curvy. She states how women have heard this too often and she responds to such claims by ‘not responding’. Bhatt claims that it’s more important what she tells her self and that is no opinion can limit who she is and who she can be.
It ends with Bhatt stating, her worth her choice and states how she is worth it, and so is the woman watching the film.

What we think about it: We opened the film thinking it will be a ‘typical L'Oreal’ film showcasing a product benefit. We were pleasantly surprised to see this film give out a powerful message through a powerful star.

Dario Zizzi, general manager, L’Oreal 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”.

Prasoon Joshi, chairperson, McCann Worldgroup Asia, CEO and CCO, 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 endeavour 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 honour and inspire the exceptional women of India.” 

Siddhi Yadav, ECD, McCann Worldgroup, 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’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.”

CREDITS:

Client: L’Oreal Paris India
Brand GM: Dario Zizzi
Brand business lead: Pravallika Bommareddy 
Project manager: Sneha Shenoy
Social and PR lead: Jehanin Pajnigar 

Agency: McCann Worldgroup 
Executive creative director: Siddhi Yadav
Creative director: Ritika Mazumdar
Associate creative director: Sayasi Ghosh
Creative team leaders (copy): Shivani Deshpande and Samidha Ghone
Creative team leaders (art): Ankita Dalal and Priyanshi Sanghvi
SVP: Amritapura Benerjee
Brand service director: Sail Chaulkar
AVP – planning: Neerja Goswami
Junior planner: Ishaan Menon
VP and creative head – films: Jeet Kalra
AVP films: Vrushali Samant
Senior agency producer – films: Sameer Relia 

Production house: Colour Palette films
Director: Arunima Sharma