MAM
JWT elevates Tista Sen and Priya Shivakumar
MUMBAI: J Walter Thompson's (JWT) Tista Sen has been elevated as the regional creative director of India with the additional responsibility of JWT Sri Lanka. Sen is currently national creative director (NCD) at the agency.
In addition to this, Priya Shivakumar, currently the executive creative director of JWT Bangalore, has been promoted to NCD. She will now drive creative excellence for clients across Bangalore, Chennai and Hyderabad.
JWT CEO Tarun Rai said; “Both Tista and Priya are exceptional creative professionals and their promotions are richly deserved. They have helped build so many brands and have been true ambassadors of JWT.”
“This is surely the sign of things to come as geography becomes history all over again. Tista and Priya are two of our best creative leaders, now empowered to lead from the front and drive creativity across the country and beyond,” added J Walter Thompson CCO Senthil Kumar.
Sen has been involved in crafting memorable and well-loved campaigns for some of the most iconic brands in India. Her deep understanding of the advertising landscape empowers her to orchestrate integrated communications that build future-ready brands and businesses. Over the years she has served as jury at several advertising festivals in India and abroad.
Shivakumar brings both traditional media and digital media together with her ideas and has led the Bangalore office of JWT successfully for over seven years now as ECD. Her work cuts across categories like fashion, beauty, luxury, travel and technology.
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.
