MAM
ElectroMech appoints Metigon Enterprises as its PR Agency
MUMBAI: ElectroMech, India’s largest industrial cranes’ manufacturer by volumetoday announced that it has appointed Metigon Enterprisesas its agency onrecord for public relations functions with immediate effect. As a part of its PR mandate, Metigon will provide media relations, strategic counsel and recommendations to develop a strong communication channel between ElectroMechand its subsidiaries and its various stakeholders, particularly the media.
Commenting on this partnership, Mr. TusharMehendale, Managing Director, ElectroMech Material Handling Systems (India) Pvt. Ltd., said, “Metigon’s ability to recognize our company’s proposition and the industry we’re in was pivotal in our decision to appoint them. Our aim with this association is to strengthen the brand recognition for ElectroMech and its subsidiaries across multiple geographies and we are confident that Metigon will help us in extending our reach”.
“ElectroMech’srequirements are simple but at the same time they are diverse and hence the communications program will require deep lateral thinking. We are proud to be associated with yet another Indian MNC which has proven its capabilities in 17 countries for over three decades,” said, Mr.Bakul Gala, Director, Metigon Enterprises.
Brands
Zee partners L’Oréal Paris on multi-language Glycolic Gloss campaign
Brand films and show integrations target Hindi, Marathi, Tamil and Bangla viewers
MUMBAI: Zee Entertainment Enterprises Limited has partnered with L’Oréal Paris to roll out a multi-regional advertising campaign for the Glycolic Gloss haircare range, leaning on regional storytelling and trusted television celebrities to drive belief and recall.
The campaign spans four bespoke brand films and contextual integrations across Hindi, Marathi, Tamil and Bangla markets. At its core is a simple consumer insight: Indian audiences are more likely to trust visible results validated by others than abstract product claims.
Zee Entertainment Enterprises head of advertisement revenue, broadcast and digital Laxmi Shetty, said brands are increasingly seeking relevance and credibility alongside reach. She said the campaign demonstrates how regional “dilfluencers” can turn product claims into “visible, validated experiences” by embedding brands within authentic storytelling across platforms.
To that end, Zee has deployed its roster of regional “dilfluencers”: familiar faces from leading fiction channels, to anchor the films. The celebrities share first-hand experiences with the Glycolic Gloss range, framing shine and smoothness as instantly noticeable and socially affirmed rather than promised.
WPP Media president, client solutions, South Asia Shekhar Banerjee, said the campaign was designed as a platform-first, integration-led solution that balances scale with attention. Aligning the brand with Zee’s premium content and trusted talent, he said, helped push impact beyond visibility towards sustained brand trust.
Beyond standalone films, the campaign extends into contextual integrations within top-rated fiction shows airing through January and February 2026. These in-show moments are designed to embed the product into everyday narratives without disrupting viewer engagement.
L’Oréal Paris India general manager Dario Zizzi, said the renewed partnership reflects the brand’s focus on engaging India’s diverse consumer base through local languages and culturally resonant narratives. He added that integrating the Glycolic Gloss range into Zee’s regional content allows the ‘Gloss Ki Guarantee’ proposition to connect with women’s lived experiences across markets.
The initiative will run across Zee’s linear television network and its OTT platform, Zee5, combining mass reach with digital amplification. For L’Oréal Paris, the strategy reflects a deliberate move away from one-size-fits-all communication towards locally resonant messaging tailored to language, culture and viewing habits.
Media planners involved in the campaign say the approach underscores a broader shift in beauty advertising, where scale is increasingly paired with credibility and contextual relevance. By aligning with premium content ecosystems and well-known regional talent, the Glycolic Gloss campaign aims to translate visibility into sustained brand trust.
