L’Oréal Paris has rolled out its maiden Diwali campaign ‘Mujh Mein Hai Diwali’ (Diwali resides within us all), featuring actor Alia Bhatt and her childhood friends Akansha Ranjan Kapoor and Anushka Ranjan.

Conceptualised by McCann Worldgroup, the campaign comprises a film. Set against the backdrop of cherished festive traditions, the film highlights the beauty of authentic relationships between women and the joy of coming together in celebration. The ad celebrates the spirit of Diwali through the lens of sisterhood, nostalgia, and self-worth.

What we think about it: The ad smartly pivots from a product-first to a feeling-first approach. The celebration of sisterhood and the unforced chemistry between Bhatt and the cast of friends lends credibility to the theme. In a season often dominated by romantic or familial themes, the choice to highlight the bonds between women—how they uplift, support, and bring out the best in one another is what stood out.

Dario Zizzi, general manager, L'Oréal Paris India, said, “With Mujh Mein Hai Diwali, we’re proud to present a film that celebrates not only the festive season but also the relationships and self-worth that lie at its heart. This is our first festive film in India, and we’re delighted to do so with a story that feels authentic and resonates deeply with our consumers.”

Prasoon Joshi, chief creative officer, McCann Worldgroup, said, “I have always believed that brands in India need more than functionality — they need a true cultural connect. With ‘Mujh Mein Hai Diwali’ (‘Diwali resides within us all’), I wanted to bring that belief alive. The idea poetically reflects the power of inner radiance — that Diwali is not just an external celebration but a festival that lives within each of us. This campaign is close to the entire team’s heart as it celebrates the inner light every woman carries. Collaborating with Alia Bhatt, L’Oréal Paris, Shirsha Guha Thakurta - director, Sneha Khanwalkar - music director, Harjot Kaur - singer and our incredible team at McCann has been deeply fulfilling and I hope Mujh Mein Hai Diwali truly resonates with audiences.”