Zee Entertainment Enterprises Limited (‘Z’), India’s leading content and technology powerhouse, has partnered with L’Oréal Paris to roll out a multi-regional campaign for the Glycolic Gloss hair care range. The collaboration brings the brand’s ‘Gloss Ki Guarantee’ proposition to audiences across Hindi, Marathi, Tamil and Bangla-speaking markets through a mix of regional storytelling and trusted celebrity voices.
Building on previous successful associations, L’Oréal Paris has once again chosen ‘Z’ to localise its messaging across diverse markets. The campaign is anchored in a key consumer insight Indian consumers seek visible proof over product claims. For hair transformation to be believed, it must be instantly noticeable and validated by others.
To bring this insight alive, ‘Z’ has created four bespoke brand films featuring its popular regional celebrities referred to as ‘Dilfluencers’ from Zee TV, Zee Marathi, Zee Bangla and Zee Tamil. These trusted faces authentically share their experiences with the Glycolic Gloss range, highlighting immediate shine and externally validated results. The storytelling draws from everyday beauty moments, making glossy hair feel relatable and attainable.
Beyond standalone brand films, the campaign integrates seamlessly into four top-rated fiction shows airing across January and February 2026. Through contextual in-show segments, the product’s benefits are woven naturally into narratives, ensuring that the message of visible transformation reaches viewers without disrupting their viewing experience.
The initiative is being amplified across ‘Z’s linear television network as well as its OTT platform, ZEE5, combining mass television reach with digital engagement.
Commenting on the partnership, Laxmi Shetty, Head – Advertisement Revenue, Broadcast and Digital, Zee Entertainment Enterprises Ltd., said brands today seek not just scale but relevance and trust. She noted that leveraging regional Dilfluencers helped transform the ‘Gloss Ki Guarantee’ claim into a visible, culturally resonant experience that audiences believe and act upon.
Dario Zizzi, General Manager, L’Oréal Paris India, highlighted the importance of engaging with the ‘Many Indias’ through language and cultural nuance. He stated that renewing the partnership with ‘Z’ enables the brand to connect authentically with women across regions while reinforcing innovation and empowerment.
Shekhar Banerjee, President, Client Solutions, South Asia, added that the collaboration demonstrates modern media thinking where scale, context and credibility work together. By aligning L’Oréal Paris with ‘Z’s premium content ecosystems and trusted talent, the campaign moves beyond visibility to sustained brand trust.
