L’Oréal Paris has rolled out the latest edition of its global 'Lesson of Worth' campaign featuring its long-standing brand ambassador and actor Aishwarya Rai Bachchan.

The campaign is a call for women to believe in their self-worth and recognise their innate value both as women and as individuals.

It comprises an ad film.

For over 50 years, the brand has championed self-worth with its timeless tagline ‘Because You're Worth It’, and with this ad film featuring Aishwarya, it seeks to reinvent that legacy with a powerful social message.

In the film, which is just Aishwarya talking to the camera, she reflects on the growing influence of social media on self-worth, warning against letting likes, comments, and online validation dictate one’s value. She shares that as a mother, this concern feels even more personal. Aishwarya, towards the end of the film, encourages viewers to shift their measure of worth from external approval to inner conviction and asks them to look within, say it aloud, and truly believe they are worth it!

What we think about it: The film’s simplicity, its use of the iconic tagline ‘Because You’re Worth It,’ and the absence of overt branding make it a refreshing piece that connects with the audience. Also, the choice of a long-standing ambassador like Aishwarya Rai Bachchan adds credibility, as her enduring association reinforces the campaign’s authenticity and trust.

Dario Zizzi, general manager, L’Oréal Paris India, said, "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 ‘Lesson of Worth’ series addresses this issue. In her testimonial, she calls upon all Indian women to believe in their self-worth regardless of the pressures of social media and social validation. This campaign is a powerful step in our constant endeavour to partner with Indian women on their journey of self-worth.”

Furthermore, L’Oréal Paris will be rolling out a new series of inspirational testimonials from spokespersons, including Kate Winslet, Liya Kebede, Nikolaj Coster-Waldau, Camila Cabello, Yseult, Leila Bekhti, Bebe Vio, Nidhi Sunil, Helen Mirren, Jane Fonda, Eva Longoria and Andie MacDowell. All these testimonials will be about them explaining what the tagline means to them, and call on women everywhere to do likewise.