Zee Entertainment Enterprises Limited (Z) has partnered with L’Oréal Paris to launch a multi-regional campaign promoting the brand’s Glycolic Gloss range, bringing the concept of ‘Gloss Ki Guarantee’ to audiences through regional storytelling and trusted celebrity voices across key Indian markets.

According to a press release, the initiative marks an innovative collaboration that leverages Z’s extensive content ecosystem and regional reach to connect with consumers in Hindi, Marathi, Tamil and Bangla-speaking markets. The campaign focuses on demonstrating visible hair transformation through external validation, responding to consumer demand for tangible results rather than product claims.

Building on insights that Indian consumers seek noticeable proof of beauty outcomes, the campaign features four bespoke brand films showcasing popular regional celebrities, described as Z Dilfluencers, drawn from Zee TV, Zee Marathi, Zee Bangla and Zee Tamil. These personalities share their experiences with the Glycolic Gloss range, highlighting the promise of instant shine and confidence rooted in everyday beauty moments. The storytelling aims to make the idea of glossy hair relatable and achievable for viewers.

Beyond the films, the campaign also includes contextual integrations within top-rated fiction shows aired through January and February 2026. The in-show segments weave the product’s benefits into ongoing storylines, enabling the message to reach audiences organically without disrupting their viewing experience. The initiative will be amplified across Z’s television network and its OTT platform ZEE5 to combine mass reach with digital engagement.

Commenting on the partnership, Laxmi Shetty, Head – Advertisement Revenue, Broadcast and Digital at Zee Entertainment Enterprises Ltd., said the collaboration reflects brands’ growing preference for platforms that deliver both scale and trust. She noted that the campaign leverages regional celebrities deeply connected with audiences to transform the product’s promise into a credible and validated experience through authentic storytelling.

Dario Zizzi, General Manager of L’Oréal Paris India, said the brand’s hair care division aims to celebrate the diversity of the “Many Indias” by engaging consumers in their native languages and cultural contexts. He emphasised that the collaboration allows the company to move beyond a one-size-fits-all approach and build meaningful connections with audiences through localised narratives and trusted voices.

Shekhar Banerjee, President, Client Solutions, South Asia at WPP Media, described the partnership as an example of modern media strategy where scale, context and credibility work together. He said the integration-led approach aligns the brand with premium content ecosystems and trusted talent to drive long-term brand trust.

By combining regional storytelling, celebrity influence and multi-platform distribution, the initiative underscores Z’s strategy of integrating brands within entertainment-driven narratives while strengthening its position as a partner for companies seeking deeper consumer engagement in India’s evolving media landscape.