Aishwarya Rai Bachchan leads India-focused edition of the global ‘Lessons of Worth’ initiative
Mumbai, September 1, 2025: McCann Worldgroup India, under its enduring philosophy of “Truth Well Told”, has joined hands with L’Oréal Paris to unveil a thought-provoking campaign as part of the brand’s global Lessons of Worth initiative. The launch also coincides with the 50th anniversary of L’Oréal Paris’ iconic tagline “Because You’re Worth It”, a message that has inspired self-worth across generations.
The India-focused campaign features Aishwarya Rai Bachchan, who brings gravitas and authenticity to the narrative, encouraging women—especially youth—to look beyond likes, filters, and digital validation to embrace their intrinsic self-worth. As a long-standing global ambassador for L’Oréal Paris, Bachchan lends both her face and her voice to a cause she personally resonates with.
Conceptualised and executed by McCann Worldgroup India, the campaign examines how self-worth is defined in today’s hyper-digital age, reminding audiences that the only “like” that truly matters is the one they give themselves. The campaign will run across digital platforms and outdoor media in India and key global markets.
“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 ‘Lessons of Worth’ series addresses this issue, urging women to believe in their worth regardless of digital pressures. This campaign reinforces our commitment to supporting women in their journey of self-worth,” said Dario Zizzi, General Manager, L’Oréal Paris India.
Adding perspective, Prasoon Joshi, Chairman McCann Worldgroup APAC, CEO & Chief Creative Officer, McCann Worldgroup India, said: “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 underscores McCann Worldgroup’s belief in creating purpose-led storytelling rooted in cultural relevance and consumer insight, while strengthening L’Oréal Paris’ enduring commitment to empowering women worldwide.
About L’Oréal Paris
L’Oréal Paris is the world’s leading beauty brand, inspiring women to embrace their individuality and worth for over a century. With its iconic tagline “Because You’re Worth It”, the brand champions beauty, confidence, and empowerment across 140 countries.
About McCann Worldgroup India
McCann Worldgroup India is part of McCann Worldgroup, a leading global marketing services company known for its award-winning creative storytelling. With a philosophy of “Truth Well Told”, it partners with brands to create enduring platforms that resonate deeply with consumers.