Fresh off her Cannes debut, Alia Bhatt sets hair goals and celebrates self-expression in this vibrant new campaign.

L’Oréal Paris has launched a new campaign for its latest Casting Crème Gloss range, featuring global brand ambassador Alia Bhatt. Building on the momentum of her debut at the Cannes Film Festival, Alia now takes center stage once again-this time to set hair goals and inspire self-expression.

The campaign introduces a new innovation by L’Oréal Paris: an ammonia-free hair color range powered by the Glycolic Gloss Complex. This formula promises 5X glossier color, visibly healthier hair, and optimal grey coverage. Under the tagline “My Time To Shine… Is Now,” the campaign celebrates how hair color can become a symbol of empowerment-marking transformation, confidence, and new beginnings.

In the visuals, Alia Bhatt reveals the secret to her radiant hair: the new Casting Crème Gloss. With effortless confidence, she flaunts her glossy locks, showcasing how this range brings out the best shine in her hair.

Speaking on the campaign, Dario Zizzi, General Manager, L’Oréal Paris India, shared:

“Alia has brought incredible energy to the L’Oréal Paris family, and we’re delighted to see her light up the screen in this new campaign with us. With this launch, we’re celebrating milestones—both personal and collective—and the role glossy hair plays in helping women feel confident, proud, and ready to shine. At L’Oréal Paris, we continue to deliver innovations that not only enhance beauty but also align with the evolving aspirations of our consumers.”

With this launch, L’Oréal Paris strengthens its position as a global beauty leader, offering expert-crafted, high-performance solutions that champion personal evolution. The campaign invites women everywhere to embrace their hair color journey-and claim their moment to shine.