Alia Bhatt is now the global brand ambassador for L’Oreal Paris. She will be seen in their latest “I’m Worth It” campaign. McCann India is producing the campaign which will run across social media, digital and television platforms all across the world.
McCann did extensive research for this campaign to find out about the true freedom and aspirations of Indian women. The findings showed that Indian women are allowed to have dreams but within boundaries. Many unspoken sanctions are levied on them by society. Thus, the campaign endeavours to inspire women to find their worth without being bogged down by societal expectations. Alia was the perfect choice for this campaign as she is an embodiment of empowerment and inclusivity.
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Speaking about the campaign, Prasoon Joshi, chairman, McCann Worldgroup Asia & CEO and Chief Creative Officer, McCann Worldgroup India said that the campaign was made keeping in mind today’s dynamic cultural scenario. Its aim is to inspire millions of women and represent their aspirations and desires. Dario Zizzi, General Manager, L’Oreal Paris, India added that this campaign is a celebration of women and the choice of being themselves.
Ilon Specht, a female copywriter at McCann coined the famous tagline of L’Oreal, “I’m Worth It” and ever since then it has bound women all across the world from different ages and backgrounds.
