MUMBAI: Joy, a leading skincare brand from RSH Global, through its latest campaign ‘Rupe Ami, Gune Ami’ will be challenging the popular Bengali saying, ‘Rupe Laxmi, Gune Saraswati’ meaning, as beautiful as Laxmi and as learned as Saraswati.
“Rupe lokhi , Gune Saraswati”
In Bengal, since ages, the aforementioned proverb is popularly used to appreciate a woman. The campaign stems from the mother brand philosophy ‘beautiful by nature’ and shatters the age old stereotype that defines an ideal woman as one as perfect combination of beauty and brains; with a cultural context to ensure relatability & acceptability.
The campaign urges women to celebrate themselves and not the ideal combination that world expects them to be. The campaign ‘Rupe Ami, Gune Ami’ is an antithesis to this commonly known proverb “Rupe Lokhi, Gune Saraswati” and aims to inspire women toward embracing their qualities and celebrating their inner beauty.
Mr. Sunil Agarwal, Chairman, RSH Global, said, “West Bengal is a key market for the company and we are excited to launch this distinct integrated campaign. The new age consumer has evolved with time & we are we are delighted to offer the new range of innovative products.”
Ms. Poulomi Roy, Chief Marketing Officer, RSH Global, said, “For Joy, it’s similar to a relaunch in Bengal. Being headquartered in Bengal, it was much easier for us to relate to our consumers in terms of culture and behavior. The city is home to most progressive, well-read and experimentative consumers and therefore, it was imperative for us to establish stronger relation by driving pioneering, relatable and a culturally relevant campaign.
Bengal has always been a place which has moved ahead with the current times without forgetting its cultural roots. Hence, a first-in-category innovative messaging was launched in the form of a ‘talking ad’ with a leading media partner whose brand equity resonates with Bengal since ages.”
The integrated campaign incorporates outdoor advertisements that highlight the ease with which one can embrace their physical appearance and celebrate the quirks & imperfections that makes one uniquely beautiful. Additionally, radio associations, social media outreach and innovative ‘talking’ advertisement will soon become the talk of the town. This year-long integrated campaign will further include TV Commercials and association with iconic properties.