Mumbai: L’Oréal Paris is excited to announce a new collaboration with &TV, aiming to highlight the importance of a daily haircare routine during Indian festivals, a time when beautiful hair is a priority for many. As stress and changing weather conditions can impact hair health, this initiative comes at a crucial time for consumers looking to maintain their hair’s vitality.
The campaign features the beloved character Angoori Bhabhi from &TV’s hit comedy show Bhabiji Ghar Par Hai, who has been chosen as L’Oréal Paris’s brand ambassador. In a surprising twist, Angoori Bhabhi will unveil her long, shiny hair for the first time, showcasing her transformation with the L’Oréal Paris Hyaluron Moisturise Shampoo, Conditioner, and Night Cream. This playful reveal aims to raise awareness about the significance of hair hydration, especially during the festive season.
Throughout the campaign, Angoori Bhabhi will share her haircare secrets, emphasizing the benefits of using L’Oréal Paris products to achieve soft, shiny, and vibrant hair. The haircare routine will be seamlessly integrated into the storyline of Bhabiji Ghar Par Hai, enhancing the campaign’s cultural relevance. A special Karva Chauth episode will see Angoori and Anita exchanging hair care tips, showcasing the Hyaluronic Moisturise range as essential to their festive self-care rituals.
This integrated marketing initiative will be promoted across Zee’s channels, reinforcing L’Oréal Paris’s commitment to promoting healthy, hydrated hair while encouraging Indian women to adopt a daily haircare routine. The campaign aims to empower women to “unveil their true beauty with effortlessly natural, beautiful hair,” showcasing the power of content-driven marketing in connecting brands with their audiences.
Commenting on the partnership, Ashish Sehgal, Chief Growth Officer – Digital & Broadcast Revenue at ZEEL, said, “&TV’s Angoori Bhabhi is one of our most beloved figures, and this collaboration with L’Oréal allows us to weave a compelling narrative that resonates deeply with our audience. By integrating the brand’s message into the cultural landscape, we hope to inspire millions of women to embrace hydration and consistency in their haircare routines.”
Dario Zizzi, General Manager of L’Oréal Paris India, added, “This partnership allows us to connect with consumers in Hindi-speaking markets, emphasizing the importance of a daily haircare routine. Angoori Bhabhi’s unveiling is a symbolic gesture of empowering women through beauty, a commitment we hold dear at L’Oréal Paris.”
Shekhar Banerjee, Chief Client Officer & Office Head at Wavemaker, remarked, “This collaboration beautifully embeds the L’Oréal Paris Hyaluron Moisturise range into Angoori Bhabhi’s charm, connecting with viewers emotionally while educating them about the benefits of consistent hair hydration.”
