MUMBAI: Now that’s what you call a glow-up! Joy Personal Care has rolled out a refreshing new campaign for its much-loved skin fruits moisturising cream, bringing actor Sanya Malhotra back to the spotlight as the face of its legacy moisturiser. The breezy film breathes new life into a household classic while keeping its trademark warmth intact.
The TVC flips the traditional ‘bride-seeing’ moment into a modern-day social media scene. When Sanya is quizzed by a prospective groom’s mother, she turns the living room into a mini influencer studio, ring light and all, to shoot her quirky “OG product” review of Joy Skin Fruits Moisturising Cream. What follows is a mix of humour, confidence and family charm that ends in a cheerful dance, all wrapped in Joy’s signature message, ‘beautiful by nature.’
Blending nostalgia with gen z flair, the ad celebrates a product that’s been hydrating Indian skin for generations. Enriched with apple and jojoba oil, the cream promises 48-hour moisturisation, radiant softness and zero stickiness, making it as relevant for today’s users as it was for their mums.
“Joy Skin Fruits has always been part of households that trust what works,” said RSH Global co-founder and chairman Sunil Agarwal. “With this TVC, we wanted to highlight timeless relevance in a fun, contemporary way.”
Chief marketing officer Poulomi Roy added that the film reflects changing skincare preferences, “Younger audiences value authenticity and effectiveness, and Sanya’s relatability bridges our heritage with their aspirations.”
For Sanya, the collaboration felt like home. “Joy Skin Fruits has always been my go-to for deep moisturisation,” she said. “This campaign’s playful twist made it such a joy to shoot.”
The film is being amplified across TV, Youtube, and social media, ensuring that Joy’s creamy charm continues to shine through generations, one glowing face at a time.
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