ITV

Tag: Campaign

  • Aashirvaad launches ‘Likh ke Le Lo’ campaign

    Aashirvaad launches ‘Likh ke Le Lo’ campaign

    Mumbai: In a significant and unique move, Aashirvaad Atta unveiled its new campaign ‘Likh ke Le Lo’ which is aimed to empower consumers with detailed insights into crucial quality parameters of atta. This is expected to help them make informed choices.

    Consumers today, are more conscious than ever about the food products they consume and often seek information on ingredients, sourcing, etc to assess the quality of the same. For a food category like atta, where a significant proportion of households are still using the unbranded formats, Aashirvaad has come out with an industry-first initiative to instil confidence in the minds of the consumers and allay any fears they might be harbouring; right from concerns related to the quality of the wheat being used, how clean it is, how it is ground to whether it has any maida added.

    As a responsible market leader in the branded atta segment, Aashirvaad brings personalised ‘Quality Certificate’ to foster transparency and trust. Each pack of Aashirvaad Shudh Chakki atta comes with a QR code that will allow consumers to get information pertaining their own atta pack, reinforcing the brands’ pledge to unmatched quality.

    The certificate covers information highlighting journey of excellence from grain to atta –

    Sourcing: Aashirvaad Atta meticulously sources wheat from the states of Uttar Pradesh, Madhya Pradesh, and Punjab which then undergoes 40+ quality control tests

    Grinding: A rigorous three-step cleaning process is undertaken to ensure that the wheat has no form of impurities. It then goes through traditional stone chakki grinding which ensures high water absorption leading to softer rotis.

    Purity: Aashirvaad comes with the purity promise of 100% atta and 0% maida

    Cleanliness: Packed with precision and untouched by hands, Aashirvaad Atta is packed in the most hygienic process ensuring controlled moisture levels, giving a shelf life of up to three months.

    Speaking on the campaign, ITC Foods COO staples & adjacencies Anuj Kumar Rustagi said, “Aashirvaad’s legacy of quality and purity takes a giant leap with the ‘Likh ke Le Lo’ campaign. This symbolizes our unwavering commitment to delivering whole wheat atta of the highest standards. This certificate not only assures consumers of our quality standards at every step, but also empowers them with information to evaluate their current choices. We believe this initiative will redefine consumer expectations, setting a new industry benchmark.”

    To further amplify the campaign and convey the message to consumers effectively, Aashirvaad has roped in the popular TV star Rupali Ganguli and curated a TVC campaign. Here, she will be seen assessing the ‘Quality Certificate’ feature of Aashirvaad Atta.  

    Speaking on the association with Aashirvaad, Rupali Ganguly said “Like millions of households in India, Aashirvaad has been part of our home for years. I admire the brand’s commitment to provide the best quality products and encourage consumers to eat better. The ‘Likh Ke Le Lo’ campaign, is yet another innovative approach by Aashirvaad to ensure that consumers make better choices for themselves and their families. I am extremely happy to associate with Aashirvaad in their journey to educate and empower consumers”.

    Steps to receive the Aashirvaad ‘Quality Certificate’

    ●   Scan the QR code on the pack

    ●   Consumers will be directed to dedicated a WhatsApp chatbot

    ●   Share the pack’s unique identification code and download the ‘quality certificate’

  • Chrome Pictures and Iodex launch ‘Iodex UltraGel+’ feat Rishabh Pant

    Chrome Pictures and Iodex launch ‘Iodex UltraGel+’ feat Rishabh Pant

    Mumbai: Chrome Pictures, a trailblazer in the advertising and film production landscape, proudly announces its pioneering collaboration with Iodex, a renowned pain relief brand under Haleon (formerly GlaxoSmithKline Consumer Healthcare). This innovative partnership has given birth to the groundbreaking product, ‘Iodex UltraGel+,’ accompanied by a powerful television commercial (TVC) starring the dynamic brand ambassador, Rishabh Pant.

    The marriage of style and emotion

    In this revolutionary collaboration, Director Rai envisioned a seamless marriage between style and emotion, aiming to blend the essence of the product with Rishabh Pant’s personal journey. The TVC brilliantly captures the organic relationship between the product and Pant’s pursuit of excellence, highlighting a chapter of his life that is often unseen — the struggles, the darkness, and the relentless pursuit of success.

    Authenticity in motion: Rishabh Pant’s personal journey

    Unlike traditional endorsements, where actors play a role, Rishabh Pant’s authenticity shines through as he shares his personal journey. Rai masterfully captures the struggles that sportsmen endure in the darkness, unveiling the challenges that audiences may not have known. The TVC beautifully portrays Pant’s unwavering commitment to his goals, making it relatable to the newer generation.

    According to Director Rai, “Creating the TVC with Rishabh Pant’ was an exhilarating experience. We aimed to craft a story that not only highlights the efficacy of ‘Iodex UltraGel+’ but also resonates with the spirit of triumph. Pant’s journey is a testament to resilience, and we wanted the audience to feel the authenticity of his struggles and successes.”

    Haleon India pain and respiratory lead, area marketing India Subcontinent Bineet Jain commented on this exciting collaboration, saying, “The new Iodex UltraGel+ will redefine the pain relief landscape with its strong formulation and superior penetration providing all-day pain relief with no smell. With double power, Iodex UltraGel+ is the perfect ally for cricketer Rishabh Pant’s need for all-day pain relief while he prepares for his return to the field. As a heritage brand trusted for many generations, Iodex has always helped Indians achieve their dreams by effectively managing body pains, and this new launch is a testament to this commitment.”

    Throughout the TVC, Iodex UltraGel+ emerges as Rishabh Pant’s constant companion in the face of hardships and pain moments. The narrative seamlessly weaves the product into Pant’s journey, showcasing how Iodex stands as a reliable partner through thick and thin.

    ‘Ab phir se jeetna hai’: The motto of unyielding determination

    The punchline, “Ab phir se jeetna hai” encapsulates the ethos of unyielding determination. It reflects Pant’s refusal to stop in the face of challenges, emphasizing that the journey might be tough, but giving up is not an option.

    The musical arrangement beautifully captures the essence of his journey, depicting moments of struggle, sleepless nights, and the unwavering determination to keep pushing forward.

    Chrome Pictures continues to set new standards in creative excellence, pushing boundaries, and creating impactful narratives that resonate with audiences. This collaboration with Iodex stands as a testament to Chrome Pictures’ commitment to delivering visually compelling and emotionally resonant storytelling.

  • Ranveer Singh and Nutella wish you a Merry Christmas!

    Ranveer Singh and Nutella wish you a Merry Christmas!

    Mumbai: As the Christmas preparations are in full-swing and everyone ticks-off their extensive checklist, Bollywood actor Ranveer Singh reminds everyone to not miss adding the secret ingredient to elevate the festive cheer, i.e., Nutella. In a heartwarming digital film, Ranveer extends warm wishes for a Merry Christmas and invites everyone to add a touch of Nutella magic to the Christmas checklist.

    As seen in the film, Ranveer is ticking off his Christmas checklist to celebrate the occasion with dear ones. While doing so, he playfully recollects sweets aren’t in his checklist. Ranveer then reveals his trick to add sweetness to any occasion, Nutella, of course. He then shares a reminder with everyone to add a touch of Nutella magic to their Christmas checklist. The digital film ends with Ranveer wishing for everyone’s Christmas to be as sweet as Nutella and the New Year to be filled with happiness and joy.

    As part of the Spread the Love campaign, Nutella has created a series of short festive films with Ranveer Singh to capture the essence of the holiday spirit, and centres around spreading love and sweetness to the lives of our loved ones during the most magical time of the year.

    Join Nutella and Ranveer Singh in spreading the sweetness of the season. May your Christmas be filled with love, laughter, and the irresistible magic of Nutella.

  • Club Mahindra spreads christmas cheer with #MeetTheRealSanta campaign

    Club Mahindra spreads christmas cheer with #MeetTheRealSanta campaign

    Mumbai: Club Mahindra, the brand of Mahindra Holidays & Resorts India Limited, is offering a chance to holiday at Santa Village in Finland through its AI-powered #MeetTheRealSanta campaign. The initiative is designed to spread joy particularly among children and provide them with memories to cherish for a lifetime.

    Club Mahindra’s #MeetTheRealSanta campaign encourages both children and adults to connect with Santa Claus in a unique and engaging way. All kids need to do is write a letter or upload a video with heartfelt Christmas wishes on Club Mahindra’s #MeetTheRealSanta campaign page.

    Upon sending their messages, participants will receive a personalized video message from Santa himself. Moreover, the most creative entries stand a chance to win a free family holiday to Santa Village in Finland. This exclusive experience ensures that families are immersed in the magical world of Christmas, creating unforgettable memories that will last a lifetime.

    Sharing his thoughts on the campaign, Mahindra Holidays & Resorts India Limited chief marketing officer Pratik Mazumder says, “Embracing the timeless magic of Santa, our #MeetTheRealSanta initiative aims to provide magical holidays to children and their families. It also taps into the enchanting world of AI technology to illuminate the faces of the little ones with a personalised message from Santa Claus. At Club Mahindra, we are dedicated to crafting enchanting moments for children and families alike. This campaign is a testament to our unwavering commitment to creating truly magical experiences.”

    The micro site is open and accepting entries until 25 December 2023.

  • Bayer & Indian Society of Nephrology partner for #ReadyToSlowDown campaign

    Bayer & Indian Society of Nephrology partner for #ReadyToSlowDown campaign

    Mumbai: Bayer Pharmaceuticals Division in India has launched its compelling “#ReadyToSlowDown” campaign, in partnership with the Indian Society of Nephrology to urge individuals in India to embrace a health-conscious, as well as kidney-conscious lifestyle.

    “#ReadyToSlowDown” campaign is an urgent call to action in India, where 101 million people (11.4 per cent of the country’s population) are estimated to be living with diabetes, according to a new study published in Lancet. In addition, there is a critical link between the rise of diabetes and chronic kidney disease (CKD) – approximately one in three adults with diabetes has CKD. This is exacerbated by kidney failure-related deaths in India surging 38 per cent in the past decade (2001-03 to 2010-13), underscoring the need for improved awareness.

    The campaign hashtag “#ReadyToSlowDown” is a challenge to the lifestyle choices people make as they race through their daily lives, often at the expense of their own health and well-being. Starting with creating awareness that is contrary to popular belief, people don’t have to go fast to be strong, it will be the slow and steady individuals who will eventually “win the race”.  The campaign cleverly connects such deliberate choices in managing health parameters like obesity, blood sugar, blood pressure, diet, sleep and exercise to the slowing down of kidney progression, especially in diabetes patients and people with a family history of diabetes and CKD.

    Bayer Pharmaceuticals India MD Manoj Saxena said, “Chronic Kidney Disease is a silent killer, as most people don’t have any symptoms for many years, and by the time it is detected, for many it’s already too late.  At Bayer, we are committed to working with Healthcare Professionals (HCPs) to advocate the early diagnosis of CKD in Type 2 diabetes patients and provide adequate patient support. #ReadyToSlowDown is a mindful reminder that every day presents a golden opportunity to make the right lifestyle choices, particularly in managing diabetes and the risk of CKD.”

    Fortis Escorts, Delhi principal director – Nephrology Dr Sanjeev Gulati said, “End stage kidney failure is irreversible and the only treatment options are dialysis or kidney transplant. With the pressing burden of CKD in India, the Indian Society of Nephrology is working closely with Bayer and #ReadyToSlowDown campaign to empower individuals to make positive changes and to be informed of how they can effectively slow down kidney damage. One of the ways to make this change, especially for high-risk patients is to go for a urine albumin-creatinine ratio (uACR) test.”

    Emphasizing the critical need for awareness of CKD Indian Society of Nephrology secretary Dr Shyam Bansal said, “An alarming 38% surge in kidney failure-related deaths over the past decade, demands that we make deliberate health choices. The interconnected rise of diabetes and CKD calls for a shift in mindset and a commitment to a health-conscious lifestyle. Winning the race for strong kidneys is not about speed, but steady choices we make every day – that can slow down the kidney damage, especially for those with diabetes or a family history of CKD.”

    Bayer and Indian Society of Nephrology (ISN)’s collaboration kicks off exclusively in India in November 2023 in conjunction with World Diabetes Day and will run for four months till World Kidney Day in March 2024. The campaign kicks off with an emotional film that captures the essence of making deliberate choices and slowing down the pace of life, as well as kidney disease progression in people with diabetes. Promoted through integrated media channels, including social media platforms, influencers, and traditional media), #ReadyToSlowDown will be the central hashtag for tracking and sharing campaign content.

    Supporting the important initiative on the ground, Aman Gupta managing partner – Health practice Asia Lead, SPAG / Finn Partners noted, “The correlation between diabetes and CKD is one that most people do not pay attention to or cannot relate with until someone in their family encounters it. Together with Bayer and ISN, we hope that #ReadyToSlowDown campaign will prompt a mindset shift for people at risk in India and allow them to slowly learn how to take incremental steps towards leading happier and healthier lives.”

    For more information about the campaign and to watch the launch film, visit https://bit.ly/46JTfaM & https://bit.ly/4a9hH8L

  • David Warner joins DP World ILT20 & Zee Entertainment for ILT20 Season 2 campaign

    David Warner joins DP World ILT20 & Zee Entertainment for ILT20 Season 2 campaign

    Mumbai: ZEE Entertainment Enterprises Ltd., the leading Indian media & entertainment powerhouse, unveiled the highly anticipated marketing campaign for the second season for DP World ILT20. This season, the marketing campaign is being led by the world’s top cricketer David Warner along with Indian superstar Harbhajan Singh.

    The league’s global stature and the participation of marquee T20 cricketing talent; viewers will witness the players push their limits to emerge victorious, leaving ‘no stone unturned’ as they embark upon one of the toughest cricket leagues. Positioned as the biggest challenge for the cricketers at the start of new year 2024, the campaign “Koi Kasar Nahi Chhodenge” underscores their preparation, competitiveness, and commitment to the fans.  Following the success of the inaugural edition, ZEE is committed towards further strengthening the league’s appeal for viewers and partners alike.

    Slated to be the biggest T20 cricketing event at the beginning year 2024; the league features a roster of the most talented and celebrated international T20 cricketers. The 34-match event will be played at the three iconic cricketing destinations – Abu Dhabi, Dubai and Sharjah – starting from 19 January, 2024 until 17 February, 2024.

    Speaking at the campaign launch, Australian cricket star David Warner said, “As I gear up for my debut in one of the world’s most competitive T20 leagues, it’s truly an honor to be the face of this season’s marketing campaign. This campaign distinctly captures the league’s unparalleled stature and the exciting live cricketing contest viewers will enjoy over the 34 matches. It underscores the individual effort required at the world stage, with each cricketer giving their ultimate best. I am certain that the players will leave no stone unturned in their preparations ahead of the second season, as they strive to emerge victorious in the upcoming edition of the prestigious DP World ILT20.” Ace Australian cricketer David Warner is all set to make his debut in DP World ILT20, as part of the Dubai Capitals squad.

    The franchise-style tournament with six teams and 34 matches is played across the UAE. The league’s six franchise teams include Abu Dhabi Knight Riders (Kolkata Knight Riders), Desert Vipers (Lancer Capital), Dubai Capitals (GMR), Gulf Giants (Adani Sportsline), MI Emirates (Reliance Industries), and Sharjah Warriors (Capri Global). Cricket fans can watch this action-packed event on Zee’s most widely distributed and viewed 10 linear TV channels: &Pictures, &Pictures HD, Zee Cinema HD, Zee Anmol Cinema, Zee Zest, Zee Ganga, Zee Cinemalu HD, &Flix, &Flix HD and Zee Zest HD and on one of India’s leading OTT platforms – ZEE5.

    ZEE Entertainment Enterprises Ltd (ZEEL) president – business Rahul Johri, “We are delighted to have David Warner along with league’s ambassador and commentator Harbhajan Singh to kick off DP World ILT20 Season 2 marketing campaign. The upcoming season will truly standout as one of the most significant T20 challenges and promises to offer thrilling action for cricket enthusiasts in India and around the world. With both David Warner and Harbhajan Singh seen in distinctive new avatars, the campaign film accentuates the fiercely competitive nature of DP World ILT20. At ZEE, through both linear television and streaming platform ZEE5, we aim to bring the excitement of the game to audiences like never before.”

    DP World ILT20 CEO David White said, “We are delighted to have David Warner and Harbhajan Singh in our Season 2 ad film. Warner is a fantastic cricketer and his passion for the game is well regarded around the world. Harbhajan is another great of the game, like Warner, Harbhajan has also made a big mark both as a cricketer, commentator and an entertainer. The two have done an incredible job in the ad film and I am sure that the ad film will leave a mark on cricket fans not only in India but around the world. The DP World ILT20 Season 2 will be richly entertaining for the fans, our broadcast partners Zee Network have put in an incredible effort in taking the tournament live around the world. We cannot wait for the action to begin on Friday, 19 January.”

    Some of the world’s most prominent cricket stars are slated to play in the Season 2, including David Warner, Dasun Shanaka, Rahmanullah Gurbaz, Sam Billings, David Willey, Sunil Narine, Andre Russell, Alex Hales, Tom Curran, Rovman Powell, Shimron Hetmyer, James Vince, Ambati Rayudu, Corey Anderson, Dwayne Bravo, Kieron Pollard, Trent Boult, Chris Woakes and Martin Guptill.

    Following the opener in Sharjah between Sharjah Warriors and Gulf Giants on Friday, 19 January, Dubai Capitals will play MI Emirates at the Dubai International Stadium on Saturday 20 January. Last year’s runner-up Desert Vipers will open their campaign against the Abu Dhabi Knight Riders on Saturday at the Dubai International Stadium.

    All single header matches will be broadcast live at 8 pm India prime time, starting with the pre-match presentation at 7:30 PM. The afternoon match on the double-header’s day will start at 4:00 pm.

    The campaign film is produced by tiqui-taka and their founder Jigar Fernandes, who has also directed the film.

  • BlinkX celebrates Indian investing mindset in #MadeForTheMarket campaign

    BlinkX celebrates Indian investing mindset in #MadeForTheMarket campaign

    Mumbai: BlinkX, India’s first client-tech company, has launched a series of digital brand campaigns, #MadeForTheMarket, aimed at highlighting the significance of a trusted tech partner throughout the investing journey for Indian investors. BlinkX’s latest captivating video campaign celebrates the essential qualities of research, precision, and patience required in the trading realm, which resonates with a broader-line Indian personality. A series of three ad films showcases instances where such qualities are brought to life, making us aware as how Indians are a natural fit to participate in the capital markets. The ad campaign received overwhelming support from investors and achieved a significant milestone, surpassing 2.70 million views.

    Each of the engaging videos focuses on a distinct aspect of trading prowess, whether an aunt playing the role of an investigator by using her sharp skills to do a background check of a to-be bride’s suitor – a home buyer who pays meticulous attention ensuring every nook and cranny of the property is perfect – or a father to teenage children who does not give into the temptation of selling a precious heirloom the first chance they get, but patiently wait until the perfect opportunity arrives.

    While reminding every Indian of the skills in their DNA that make them born investors, the #MadeForTheMarket campaign is not primarily designed to influence viewers to have an association with BlinkX – rather it is just a visual narrative approach to ignite self-reflection in the audience of their own capabilities which may not have been explored till now towards investments.

    BlinkX MD Gagan Singla said, “We are excited to introduce our #MadeForTheMarket campaign, a unique exploration of the qualities that define successful traders and investors. In the world where products, features and pricing plans are hailed as the main protagonists in almost all brand marketing stories, we wanted to bring focus on our biggest asset – our fellow Indians who keep us motivated to persistently innovate and elevate brand experience. The campaign moves beyond promotional efforts while taking a stance that every Indian is blessed with a gene for investment – it’s just about unleashing the right attribute, preferably with a right partner, who can be anyone. We will continue to walk this path and unearth more such campaigns by keeping such inspiring approaches to investments at the epicentre, and while doing so, we hope we can get a smile on our viewers as they come across our videos on various social platforms and rediscover themselves.”  

    1. From Investigator to Investor: Unleash your inner Sherlock as you are – https://youtu.be/6l9D4gsGAU4 (celebrating the Indian mind-set towards research)

    2. Precision Investing is the name of the game. Is your Financial DNA  – https://youtu.be/l5qTqSnnq5Q (Bringing out the acumen for details and cautiousness in an Indian)

    3. Patience Unveils the ‘Asli Keemat’ of Being Invested. Are You –

    https://youtu.be/nm5P4-ej8nA (focussing on the ‘waiting for the right opportunity” approach).

  • Tata Play’s World TV Day campaign celebrates TV’s emotional connection with viewers

    Tata Play’s World TV Day campaign celebrates TV’s emotional connection with viewers

    Mumbai: Tata Play, one of India’s largest distribution platforms, dropped its brand-new digital campaign to celebrate the occasion of World Television Day. #HarTVJingalala digital campaign pays homage to the enduring role of television in bringing joy and connection to families across generations. The campaign conceptualised and developed by Chimp&Z Inc. embraces the nuances of old vs new, while ensuring that Tata Play’s connection keeps entertainment a constant fixture in people’s lives.

    A TV comes to life when it’s partnered with jingalala connections like Tata Play. #HarTVJingalala campaign beautifully captures the melancholy of an old TV set that is being replaced, personifying the ache of someone who has been a part of a family for long but must bid its adieus. The advanced TV set on the other hand, celebrates new beginnings with a promise of making entertainment more vivid and fun.

    The dialogue exchange between the two sets showcases the range of emotions from personal camaraderie to silent love exchanges to collective cheers that echoes the room. The old, discarded television set is seen passing its wisdom to a new set being installed in the house, whereas the new set is shown beaming with excitement knowing it can be easily plugged into a Tata Play connection to create the same Jingalala experience as before. The film ends with a twist where both the television sets find a place in the same home speaking of the ease of installment and extension of multiple connections that Tata Play offers.

    The campaign was released on Monday across Tata Play’s social media handles and instantly struck a chord with audiences who widely engaged with the video. #HarTVJingalala is receiving lots of love and affection from the viewers and brands equally.

  • Licious launches its latest campaign ‘Licious Sera Sunday’

    Licious launches its latest campaign ‘Licious Sera Sunday’

    Mumbai: Taking forward its commitment to enhance consumers’ experience with meat & seafood, Licious has launched its latest campaign ‘Licious Sera Sunday’, because ‘Sera Sunday maanei Licious er sera Mutton’, meaning ‘The ultimate (sera) Sunday calls for the ultimate (sera) Mutton by Licious’! The campaign celebrates the quintessential place that mutton holds in Bengali cuisine, and how a lip-smacking mutton dish is at the core of a well-spent, memorable Sunday. The film takes us inside a Bengali household on a Sunday, giving us a glimpse into how every family member’s Sunday plans revolve around the aromatic, delectable Mangshor Jhol being prepared for lunch. Catch the film on the brand’s YouTube and Insta pages and plan for your next sera Sunday on the Licious App or website.

    Licious VP – brand Santosh Hegde said: “While nobody understands meat & seafood as well as we at Licious do, we continually make efforts to better understand our consumers and their preferences. One of our core product offerings, mutton is a true sensorial indulgence, especially in Kolkata, where Sundays mean familial togetherness & bonding over that special mutton preparation. The sign of a great Sunday is the shared mutton lunch experience that lingers, influencing plans and conversations through the oncoming week. And it all starts with the right mutton – tender, fresh and customized per the recipe it is meant for. The perfect blend of meat and fat for that rich taste, meaty & succulent mutton pieces and fresh, premium quality mutton – are all the right ingredients that we offer for the making of a sera Sunday!”

    The film opens on a typical morning inside a Bengali household, when the marination of mutton is a clear giveaway that it’s a Sunday. As the film rightly points out – akta aladai byapar ache ajker robibare (there’s something different about this Sunday), we see members of the family, from the granddad to the grandson, getting enticed by the aromas arising from the kitchen. In an almost orchestrated fashion, all plans and activities for the day center around the Mangshor Jhol; like Rahul has abandoned the football ground for a ‘big’ reason calling dibs on a big juicy mutton piece as his mom lifts a piece on the ladle. As lunchtime approaches, the Mangshor Jhol, now with the mutton pieces & curry delicately arranged on a bed of rice, draws the family together in a delicious communion. With each bite, a sense of sheer delight and fulfillment takes over, reaffirming ‘shotti akta aladaaai byapar ache ajker robibare, karon Licious Mutton er shathe ei robibar ta hoyeche shobar sera”, meaning ‘truly there’s something different about this Sunday, because with Licious Mutton it has become next-level/the very best’.

    To cater to Bengali’s love for mutton, Licious has also launched 2 new offerings –  Mangshor Jhol Cut crafted from Kochi Patha which is just what you need for that lip-smackingly good Sunday mutton curry. In addition, the brand now also offers Kosha Mangsho cut, expertly crafted to make the Mangsho’r Jhols richer and tender.

  • Joy Personal Care onboards Sushant Divgikar for their flagship product

    Joy Personal Care onboards Sushant Divgikar for their flagship product

    Mumbai:  Joy Personal Care, a first-generation home-grown personal care brand from the aegis of RSH Global announced Sushant Divgikar as a brand ambassador for its flagship winter product Honey & Almond Body Lotion. As a part of this announcement, the brand also unveiled a digital video commercial that wholeheartedly embraces equality, transcending gender boundaries and challenging conventional beauty norms, while emphasizes the brand’s core of ‘Beautiful by Nature’. Sushant Divgikar, a renowned actor/ singer/ performer/model who identifies as a Trans person will be featured in the DVC, supporting the LGBTQ community.

    With this campaign, Joy Personal Care highlights a message of openness and variety within the realm of beauty. It emphasises that authentic beauty extends beyond societal expectations and gender norms. The DVC presents the Joy Honey and Almond Nourishing Body Lotion, emphasising on its role in nurturing the skin. Honey and almonds have held a prominent place in Indian culture due to their nourishing properties. Even with the emergence of trendy Western ingredients, they continue to maintain their significance for the people of India. This DVC will be amplified on leading digital platforms and social media channels along with influencer marketing activity ensuring that its message reaches a wide and diverse audience.

    Speaking about this association RSH Global chairman Sunil Agarwal said, “The winter season is of utmost importance to every personal care company, and for our flagship product, Honey & Almond body lotion, this season becomes even more prominent.Honey and almonds body lotion have proven their enduring relevance, standing the test of time and maintaining their popularity alongside modern specialized skincare routines. And for this flagship product, we really wanted to showcase unique perspective with having partnership with Sushant, which not only signifies our dedication to support transgender community, but also breaks the preconceived notion towards beauty. At Joy Personal Care, with this campaign, we aim to make quality skincare accessible to everyone, regardless of their background or identity.”

    RSH Global chief marketing officer Poulomi Roy added “Bringing Sushant Divgikar on board aligns perfectly with our core thought of inclusivity, where the key focus is to emphasize that skincare is accessible to all individuals, regardless of their identity. The DVC encompasses inclusivity and breaks the preconceived notion, further reshaping our perspective on beauty by welcoming everyone and transforming the way we think about it. And we hope this campaign resonates with the idea that skincare don’t differentiate between genders, colour, body size or shape and that it is deeply ingrained with the idea of embracing each individual. Now is the opportune moment for a mass brand to embrace the responsibility of representing the transgender community in the personal care space. We recognize that the moment has arrived for each of us to collectively champion the integration of the trans-community into the fabric of the mainstream narrative. In our country, advertisements and brands have perpetuated stereotypical beauty standards for years. Therefore, there is an imperative for advertisers to make a conscious choice and embrace inclusivity.”

    Sushant Divgikar, said, “I am absolutely delighted to partner with JOY Personal Care in encouraging the message that beauty knows no boundaries through this DVC. This collaboration represents a significant stride in ensuring visibility and recognition for people irrespective of their gender, while the DVC actively works on reducing the stigmatization and stereotypes associated with our community. It instils hope in our hearts and is an honour to represent a brand that cherishes diversity and self-expression.”