Ad Campaigns
L’Oréal Paris reimagines haircare in new Total Repair 5 campaign
Mumbai: L’Oréal Paris has unveiled its latest campaign showcasing the revolutionary Total Repair 5 range. This compelling campaign features the iconic Aishwarya Rai Bachchan, the global spokesperson for L’Oréal Paris, highlighting the exceptional prowess of L’Oréal Paris Total Repair 5 range to restore damaged hair. The campaign has been translated in 7 local languages in Hindi, English, Bengali, Marathi, Kannada, Punjabi and Telugu for better regional penetration.
The L’Oréal Paris Total Repair 5 haircare range is specifically designed to address the five signs of damaged hair– frizz, breakage, dryness, stiff hair and split ends, without weighing it down. Recognizing that damaged hair often lacks the essential natural cement that fortifies it, the L’Oréal Laboratories have pioneered the revolutionary Keratin XS technology. Powered by up to nine per cent repair concentrate + Keratin XS, L’Oréal Paris Total Repair 5 range offers a comprehensive solution for damaged hair. This technology replicates the hair’s natural cement by incorporating the smallest form of Keratin XS, which deeply penetrates the hair fibres for faster repair, ensuring stronger and healthier hair from the very first application.
On the launch of the campaign, L’Oréal Paris India general manager Dario Zizzi expressed his vision stating, “We are delighted to present our latest Campaign for the Total Repair 5 range. This campaign underscores our commitment to providing science-backed products to our consumers and celebrating beauty in all its forms. Total Repair 5 is an iconic franchise and has been loved by consumers for more than a decade for its repairing properties. It continues to live up to its promise of “five problems, one solution” and thus remains a strong pillar in our portfolio. Through this campaign, we aim to inspire women across the country to embrace their hair confidently and trust L’Oréal Paris for expert care for their demanding hair needs. We firmly believe that every woman deserves the utmost care, and she is truly worth it!”
The Total Repair 5 campaign will be launched across various digital platforms, television channels, social media platforms, in-store touchpoints and outdoor offering consumers an immersive and engaging experience.
NATIONAL: Amazon Ads has laid out a sharply tech-led vision for the advertising industry in 2026, arguing that artificial intelligence, streaming TV and creator partnerships will combine to turn brand building into a more precise, performance-driven business.
At the heart of the shift, the company says, is the fusion of AI with Amazon’s vast trove of shopping, browsing and streaming signals, allowing advertisers to move beyond blunt reach metrics to campaigns designed around real customer behaviour.
“The future of advertising is not about reaching more people, but the right people with messages that resonate,” said Amazon Ads India head and vice president Girish Prabhu. “By combining AI with deep customer insights, we help brands move from broadcasting campaigns to having meaningful conversations wherever audiences spend their time.”
One of the biggest changes, according to Amazon Ads, will be the collapse of the wall between media planning and creative development. Retail media, powered by first-party data, is increasingly shaping everything from brand discovery to final purchase, pushing marketers to design campaigns around audience insight rather than internal instinct.
AI is also moving from a support tool to a creative engine. Agentic AI, which automates and accelerates production, is expected to make high-quality creative accessible even to small businesses, compressing weeks of work into hours and giving challengers the ability to compete with larger brands on speed and scale.
Behind the scenes, AI-driven analytics will take on a bigger role in campaign optimisation, identifying patterns, spotting opportunities and recommending actions that would previously have required teams of analysts.
Streaming TV is another big battleground. With India’s video streaming audience now above 600 million and connected TV users at 129.2 million in 2025, advertisers are set to treat streaming not just as a branding channel but as a performance engine, measured increasingly by sales, sign-ups and bookings rather than just reach.
Finally, Amazon Ads sees creators and contextual advertising reshaping how brands tell stories. Creators will act less like influencers and more like long-term partners, while scene-aware ads on streaming platforms will allow brands to insert hyper-relevant offers into the flow of what viewers are watching.
Taken together, Amazon Ads argues, these shifts mark a move towards advertising that is both more human and more measurable, where AI handles the complexity, and creativity does the persuading.
