MUMBAI, INDIA – In a striking reminder of its enduring belief in “Truth Well Told,” McCann India has collaborated with L’Oréal Paris to unveil a new campaign under the brand’s global Lessons of Worth initiative. The launch also commemorates 50 years of L’Oréal Paris’s iconic tagline, “Because You’re Worth It” – a phrase that has transcended borders and generations to inspire women worldwide.
At the heart of this India-focused campaign is Aishwarya Rai Bachchan, long-standing global ambassador for L’Oréal Paris. With her trademark poise and authenticity, she lends her voice to a cause she has consistently championed: empowering women, particularly the youth, to recognize their worth beyond the confines of screens, filters, and social media metrics.
The campaign, conceptualized and executed by McCann India, interrogates the modern complexities of self-esteem in an era where validation is often equated with likes and comments. It delivers a powerful message: that the only affirmation that truly matters is the one you give yourself.
This message is not merely rhetorical. By targeting young adults navigating the daily pressures of digital culture, the campaign seeks to counteract the pervasive insecurities fostered by algorithm-driven environments. Its roll-out spans both digital platforms and outdoor media across India and select global markets, ensuring the message resonates at scale.
Dario Zizzi, General Manager, L’Oréal Paris India, said, “Today, a large percentage of Indian women’s self-worth is negatively impacted by social media. Aishwarya Rai Bachchan’s powerful edition of the iconic ‘Lesson of Worth’ series addresses this issue. In her testimonial, she calls upon all Indian women to believe in their self-worth regardless of the pressures of social media and social validation. This campaign is a powerful step in our constant endeavour to partner with Indian women on their journey of self-worth.”
Prasoon Joshi, Chairman McCann Worldgroup APAC, CEO & Chief Creative Officer, McCann India, shared: “In an era dominated by fleeting digital validation, this campaign is a vital reminder that true self-worth is not measured by likes or comments, but by the strength, courage, and authenticity within. Aishwarya Rai Bachchan, with her grace and voice, beautifully carries this message forward. It’s a narrative that young people need now more than ever.”
This initiative forms part of the ongoing Lessons of Worth program by L’Oréal Paris, which reimagines beauty and self-worth through a lens of empowerment.
