Zee Entertainment Enterprises Limited ('Z'), India's leading Content and Technology Powerhouse, has partnered with L'Oréal Paris for an innovative multi-regional campaign centered on the Glycolic Gloss range. Building on the success of previous collaborations, L'Oréal Paris has once again chosen 'Z' as its partner to bring 'Gloss Ki Guarantee' to audiences across Hindi, Marathi, Tamil, and Bangla-speaking markets through regional storytelling and celebrity voices.
Understanding that Indian consumers seek visible proof over claims, the campaign addresses a consumer truth: for hair transformation to be believed, it must be instantly noticeable and validated by others. To bring this insight to life, 'Z' has created four distinct brand films featuring beloved regional celebrities—'Z' Dilfluencers, from Zee TV, Zee Marathi, Zee Bangla, and Zee Tamil. These faces authentically share their experience with L'Oréal Paris Glycolic Gloss, emphasizing the immediate, guaranteed shine and the confidence that comes from externally validated results. The storytelling is rooted in everyday beauty moments, making glossy hair feel attainable and real.
Beyond the brand films, the campaign extends into contextual integrations across four top-rated fiction shows airing throughout January and February 2026. These seamless in-show segments weave the product's benefits naturally into storylines, ensuring the message of visible transformation reaches audiences without disrupting their viewing experience. The campaign will be amplified across 'Z's linear TV channels and Zee 5, combining mass reach with digital engagement.
Commenting on the partnership, Laxmi Shetty, Head – Advertisement Revenue, Broadcast and Digital, Zee Entertainment Enterprises Ltd., said, "Brands today are looking for partners who can deliver not just reach, but relevance and trust. The fact that L'Oréal Paris has chosen to deepen its association with us is a testament to the tangible business impact we drive through our content. By leveraging our regional Dilfluencers, celebrities who are deeply embedded in the hearts of their audiences we have helped transform the ‘Gloss ki Guarantee’ claim into a visible, validated experience. This campaign reflects our ability to seamlessly integrate brands into authentic storytelling across multiple languages and platforms, creating impact that audiences don't just see, but believe and act upon. It's a testament to how entertainment-led brand building drives both cultural resonance and business results."
Commenting on the collaboration, Dario Zizzi, General Manager, L’Oréal Paris India, said, "L’Oréal Paris Hair Care is dedicated to celebrating the diverse beauty of the 'Many Indias.' We recognize that to truly connect with our consumers, we must move beyond a 'one size fits all' approach and engage in an authentic and personal way. This is why we have renewed our partnership with ‘Z’. Their unique ecosystem allows us to speak to our audience in their native languages—whether it’s Hindi, Marathi, Tamil, or Bangla—through the voices that stand for our values of innovation and female empowerment. By integrating the Glycolic Gloss range into the regional storytelling of Zee’s 'Dilfluencers', we are ensuring that our 'Gloss Ki Guarantee' can become a culturally relevant promise that resonates with the lived experiences of women across the country."
Shekhar Banerjee President, Client Solutions, South Asia, said, “This partnership demonstrates the power of modern media thinking—where scale, context, and credibility work in unison. At WPP Media, we focused on designing a platform-first, integration-led solution that maximised both reach and attention. By aligning L’Oréal Paris with ‘Z’s premium content ecosystems and trusted talent, we delivered a campaign that drives impact beyond visibility and into sustained brand trust.”
