L’Oréal Paris has unveiled its first-ever Diwali campaign, a luminous celebration of sisterhood, self-worth, and inner beauty. Conceptualised and brought to life by McCann Worldgroup India, under the creative direction of Prasoon Joshi, the campaign titled “Mujh Mein Hai Diwali” (Diwali resides within me) reflects the brand’s enduring philosophy — that true radiance begins from within.
At its core, the campaign carries a simple but profound message: Diwali is not just about lights and festivity; it is about the glow we bring into each other’s lives. The film features L’Oréal Paris global ambassador Alia Bhatt alongside her childhood friends Akansha Ranjan Kapoor and Anushka Ranjan, as they revisit memories of growing up together. Through laughter, nostalgia, and genuine affection, the film captures the essence of shared light and enduring friendship.
The emotional centerpiece of the campaign is an original song written by Prasoon Joshi, with music composed by Sneha Khanwalkar and sung by Harjot Kaur. The song’s poetic lyrics evoke the quiet joy and self-discovery that embody Diwali, while the melody merges traditional warmth with a modern pulse. Directed by Shirsha Guha Thakurta and produced by Ramya Rao, the film was shaped entirely by an all-female creative team, echoing the campaign’s spirit of empowerment and authenticity.
“For me, Diwali is more than a festival — it’s a reflection of inner light,” said Prasoon Joshi, chief creative officer and CEO of McCann Worldgroup India. “With Mujh Mein Hai Diwali, we wanted to express that beauty is not just external; it’s emotional, spiritual, and deeply personal. Working with Alia Bhatt and such an incredible team made the project truly meaningful.”
Dario Zizzi, general manager of L’Oréal Paris India, added: “This is our first festive campaign in India, and it celebrates not only the spirit of Diwali but also the strength of relationships and the importance of self-worth. We’re proud to share a story that feels both culturally authentic and emotionally resonant.”
Beyond its cinematic appeal, the campaign embodies L’Oréal’s iconic message — “Because You’re Worth It.” Every creative element, from the writing and visuals to the music and casting, reinforces the idea that true beauty shines from self-belief and connection.
“Mujh Mein Hai Diwali” marks another milestone in the long-standing collaboration between L’Oréal Paris and McCann, blending emotional storytelling with cultural depth. The film will premiere across L’Oréal Paris India’s social and digital platforms ahead of the festive season, complemented by broader initiatives celebrating beauty, sisterhood, and inner light.
