MAM
Subhas Warrier joins LIM as EVP
MUMBAI: Lintas Initiative Media (LIM) has appointed media veteran Subhas Warrier as EVP and head of South.
Warrier will report to LIM CEO Sudha Natrajan.
Warrier said, “I am delighted to join the fire power of Lintas Initiative Media. There is a great bunch of people here. The clients here are very aggressive and are open to new ideas and are continuously looking to take more and more innovative initiatives in their marketing effort.”
Natrajan added, “A creative mind, bringing back magic to the media business, is what he will bring to the table.”
Natrajan is on a mission to build a senior council of experienced professionals with cutting edge expertise at LIM. Appointment of Raghav Subramanian as COO, four months back, was the first step in that direction.
Warrier will further strengthen the council.
Subramanian added, “The South has always been key for Lintas, and has contributed greatly to our overall growth and equity. We have a healthy rooster of large clients with long relationships, and we needed someone with the maturity and width and depth of experience that Subhas brings to the table. We have very aggressive plans for the region for this year, and are already in the process of acquisition of some key new businesses.”
Warrier started his career in 1987 with Osterads Advertising and Marketing Dubai.
Prior to his most recent stint with Dentsu Media in Mumbai as their Mumbai Head, he has worked with JWT, Ogilvy, and then MindShare followed with a hand in his own business and a Consultancy Start Up called Eye – 2 – Eye Media in Dubai.
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.
