Mumbai: L’Oréal Paris announced a new initiative in collaboration with &TV, designed to emphasise the significance of a daily hair care routine during Indian festivals when everyone desires beautiful hair. In today’s challenging environment, prioritizing hair health amidst stress and fluctuating weather conditions has never been more essential. Since its launch last year, L’Oréal Paris has garnered significant appreciation and is now deepening its connection with the Uttar Pradesh market. To cultivate a loyal consumer base, L’Oréal has selected Angoori Bhabhi from &TV’s cult comedy Bhabiji Ghar Par Hai as its brand ambassador. This unique partnership will showcase a remarkable twist, as Angoori Bhabhi unveils her veil for the first time, revealing her long, shiny hair—a well-kept secret shared exclusively with viewers.
The campaign features Angoori Bhabhi, celebrated for her relatable charm, confidently flaunting her beautifully hydrated hair, and sharing the benefits of the L'Oréal Paris Hyaluron Moisturise Shampoo, Conditioner, and Night Cream, with a focus on raising awareness about the importance of hair hydration, especially during the festive season. With her light-hearted appeal, she emphasizes the importance of regularly using this product trio to maintain soft, shiny, and vibrant hair. To amplify the campaign’s cultural relevance, L'Oréal Paris and &TV have woven this haircare routine into the storyline of the popular show Bhabiji Ghar Par Hai.
Following this you will see, Anita and Angoori Bhabhi exchange hair care secrets in a special Karva Chauth episode, emphasizing L'Oréal's Hyaluronic Moisturise haircare range as essential components of their festive self-care rituals while showcasing how hydrated, beautiful hair elevates their overall festive look.
This integrated campaign will be promoted across Zee’s Channels. L'Oréal Paris reinforces its message of achieving healthy, hydrated hair while encouraging Indian women to embrace a daily haircare routine. The campaign empowers women to ‘unveil their true beauty with effortlessly natural, beautiful hair’ with L’Oréal Paris, underscoring the power of content-driven marketing to connect brands with their audiences.
Commenting on the partnership, Ashish Sehgal, Chief Growth Officer - Digital & Broadcast Revenue, ZEEL, said, “Every character on Zee possesses a unique charm and narrative that fosters a loyal following over time. Among them, &TV’s Angoori Bhabhi stands out as one of our most beloved figures, wielding undeniable influence over millions across the HSM belt. Our collaboration with L'Oréal, featuring Angoori Bhabhi, allows us to weave a compelling story that resonates deeply with our audience, seamlessly integrating the brand’s message into the cultural landscape. With the strength of the Zee Network and our character-driven marketing approach, we aim to inspire millions of women to embrace hydration and consistency in their haircare routines with L'Oréal Paris. This initiative not only drives brand affinity and consumer engagement but also highlights the significance of self-care during festive celebrations.”
L'Oréal Paris India general manager Dario Zizzi added, “At L'Oréal Paris, we believe that everyone deserves to have beautiful, healthy hair and flaunt it especially during festive occasions. This exciting partnership with &TV and Angoori Bhabhi allows us to connect with our consumers in Hindi Speaking markets on a deeper level, sharing the importance of a daily haircare routine with L’Oréal Paris Hyaluron Moisture range. Angoori Bhabhi’s unveiling of her ghunghat is a symbolic gesture, made in the spirit of empowering women through beauty backed by science, a cause that L’Oréal Paris has always been deeply committed to. We're thrilled to be a part of this cultural moment, empowering women to be their best and celebrate their beauty with confidence.”
Wavemaker chief client officer & office head, West, North & East, Shekhar Banerjee said, “Through this collaboration, L'Oréal Paris continues to empower women reminding them that self-care is not just a ritual but a celebration of beauty, especially during special occasions and encouraging them to embrace their natural beauty. This execution beautifully embeds L'Oréal Paris Hyaluron Moisturise range part of Angoori Bhabhi’s charm, we are not only connecting with viewers emotionally but also educating them about the benefits of consistent hair hydration.”
