MUMBAI: L’Oréal Paris is pleased to announce its new collaboration with &TV. This aims to highlight the importance of daily hair care during Indian festivals, where beautiful hair is a top priority for many people. This initiative comes at a critical time for consumers who want to maintain their hair’s vitality, as stress and changing weather conditions can affect hair health.
The campaign features Angoori Babi, the popular character from &TV’s hit comedy show Bhabhiji Ghar Pal Hai, who has been chosen as the brand ambassador of L’Oréal Paris. In a surprising twist, Angoori Babi reveals her long, shiny hair for the first time and shows off her transformation with L’Oréal Paris Hyaluronic Moisturizing Shampoo, Conditioner and Night Cream. This playful announcement aims to raise awareness about the importance of hair hydration, especially during the Christmas season.
Throughout the campaign, Angoori Babi shares her hair care secrets and highlights the benefits of using L’Oréal Paris products to achieve soft, shiny and vibrant hair. The hair care routine is seamlessly integrated into the story of Bhabiji Ghar Pal Hai, increasing the cultural relevance of the campaign. In a special episode of Karva Chauth, Angoori and Anita exchange hair care tips and introduce the Hyaluronic Acid Moisturizing Series, a must-have for any festive self-care ritual.
This integrated marketing strategy will be promoted across Zee’s channels and reinforces L’Oréal Paris’ commitment to promoting healthy, moisturized hair while encouraging Indian women to adopt a daily hair care routine. The campaign aims to empower women to “reveal their true beauty with effortless, natural, beautiful hair” and showcases the power of content-driven marketing to connect brands with their audiences.
Commenting on the partnership, Ashish Sehgal, Chief Growth Officer, Digital and Broadcast Revenue, ZEEL, said: with our audience. By integrating the brand’s message into the cultural landscape, we hope to inspire millions of women to incorporate hydration and consistency into their hair care routines. ”
Dario Zizzi, General Manager, L’Oréal Paris India, added, “This partnership allows us to connect with consumers in the Hindi speaking market and emphasizes the importance of a daily hair care routine.” The launch of Angoori Babi is a symbolic act of empowering women through beauty, an initiative that L’Oréal Paris values. ”
“This collaboration beautifully embeds the L’Oréal Paris Hyaluronic Moisturizing Series into Angoori Babi’s glamor, connecting emotionally with viewers while creating consistent hair styling,” said Shekhar Banerjee, Chief Customer Officer and Head of Office at Wavemaker. “Educating people about the benefits of hydration.”
