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.
Brands
RPSG’s Sudhir Langer exits days before IPL 2026
Timing sharpens focus on stake sale buzz and LSG’s tightening financial playbook
MUMBAI: RPSG ( RP-Sanjiv Goenka) Ventures has sprung a late leadership surprise just as the IPL drumroll begins. Sudhir Langer will step down as whole-time director and from the board effective March 31, days after the 2026 Indian Premier League season kicks off on March 28.
The timing is hard to ignore. RPSG Ventures owns Lucknow Super Giants, and Langer’s exit lands in a narrow pre-tournament window when operational focus is typically at its peak.
The move also coincides with chatter around a potential stake sale. According to a Moneycontrol report, the RPSG Group, led by Sanjiv Goenka, is exploring options to offload up to a 15 per cent stake in the franchise. There has been no official confirmation.
RPSG had acquired the Lucknow franchise in November 2021 for Rs 7,090 crore, among the highest bids in IPL history. The team operates under RPSG Sports Private Limited and carries a sizeable annual franchise fee obligation of Rs 709 crore through FY31.
Financials underline both scale and strain. The franchise remains heavily reliant on central revenue distribution from the Board of Control for Cricket in India. In H1 FY26, it received Rs 399 crore as its share of franchise rights, compared with Rs 458 crore in FY25, the single largest contributor to income.
Total revenue for H1 FY26 stood at Rs 495.9 crore, with profit at Rs 63.7 crore. Yet FY25 saw a softer showing: revenue fell about 20 per cent to Rs 557 crore, weighed down by fewer matches and a lower league finish in the 2024 season. Growth has since been modest, with H1 FY26 revenue rising roughly 3 per cent year on year.
That leaves LSG balancing on a familiar IPL tightrope: strong central inflows, volatile on-field-linked earnings and a hefty fixed fee burden.
With a leadership exit, stake-sale speculation and a new season about to begin, Goenka’s cricket bet is entering a decisive phase—where timing, performance and capital strategy will all have to click.
