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Tag: Joy Personal Care

  • Kriti Sanon brings focus on desi Ingredients in Joy Personal Care’s new campaign

    Kriti Sanon brings focus on desi Ingredients in Joy Personal Care’s new campaign

    Mumbai: Joy Personal Care, an Indian skincare brand from the aegis of RSH Global has announced a new campaign for its winter-care product Honey & Almonds body lotion. The newly launched TVC featuring Kriti Sanon emphasises the importance of the two main desi ingredients, honey, and almonds in skincare products.

    Bengali actor Mimi Chakraborty will be seen endorsing the same campaign, targeted at the Bengal market.

    With this campaign, Joy Personal Care highlights the need for embracing desi ingredients and not looking at the West for answers to personal care needs. It aims to break the stereotype that products with ingredients from the west are of superior quality. Indians have a specific skin type that is accustomed to Indian weather conditions. Hence, relying on ingredients sourced from our own country is not only best suited for the Indian skin but is also highly nourishing in nature.

    RSH Global chief marketing officer Poulomi Roy said, “Honey and Almonds hold a special place in Indian culture and households due to their immediate relation with ‘nourishment.’ Through this campaign, we break another stereotype that exists in beauty and personal care – ‘not everything exotic and westernised is superior for the skin’. As the movement for supporting local products and ingredients gains more momentum by the day, we believe our audiences will resonate with the idea.”

    “With the winter season just around the corner, our skincare routine and product with nourishing components becomes an important consideration. Two such ultimate desi ingredients that stand for purity, nourishment and are intrinsic to every Indian are honey and almonds,” said Sanon.

    RSH Global chairman Sunil Agarwal said, “Honey & Almonds body lotion is our flagship product and is loved by our customers as well. Kriti and Mimi are beloved faces in their industries and will help us drive the message of using desi ingredients. With life returning back to normalcy, we are expecting demand to be strong in this category during the upcoming winter season.”

  • Madison Media’s Vandana Ramkrishna given charge of Kolkata operations

    Madison Media’s Vandana Ramkrishna given charge of Kolkata operations

    NEW DELHI: Madison Media Ace VP Vandana Ramkrishna has been given the additional charge of the group’s Kolkata operations. Ramkrishna, who is based in Mumbai, will now also oversee the Kolkata office in a bid to strengthen the agency's presence in the region. Her key role for Kolkata will be to focus on strategy, digital, business development and ensuring access to Madison World practices of trading, analytics, activation, retail, OOH, sports and content.

    Madison Media has a strong offering in the Kolkata market and services marquee clients like Bandhan Bank, Joy Personal Care and Ganesh grains, amongst others. With this new role, Vandana will directly report to partner and group CEO Madison Media and OOH, Vikram Sakhuja. 

    “Vandana is one of our strongest business leaders and I am delighted to give her the additional charge of the Kolkata office as we make plans to strengthen our presence in the east,” said Sakhuja.

    Ramkrishna added, “I’m delighted to be given the additional responsibility of overseeing the Kolkata operations over and above my current Mumbai portfolio, and look forward to creating a strong foothold for Madison in the Kolkata market." 

    Madison Media group handles media planning and buying for blue-chip clients including Godrej, Marico, Titan, Asian Paints, Viacom 18, BJP, TVS, Raymond, Pidilite, Ceat, Blue Star, McDonald’s, Gaana.com, Timesjobs.com, Tata Consumer Products, Crompton, Indian Oil, Snapdeal, Abbott Nutrition, Cipla Health, Welspun and many others. Madison Media is a part of Madison World which, through its 11 companies, served as many as 500 advertisers last year.

  • Durga Puja: Advertisers optimistic as demand returns

    Durga Puja: Advertisers optimistic as demand returns

    MUMBAI: By now it’s evident that the Covid2019 pandemic is not going away anytime soon. After spiralling caseloads – ravaged the economy, and played spoilsport with travel plans – scary ol' Corona seems to be on the wane in time for the festive season, though it’s too early to celebrate outright. But with the markets rallying and consumer sentiments surging, brands and advertisers are sniffing the air hopefully, even as they tread with caution. 

    Every year, several categories like FMCGs, apparel, auto, e-commerce and consumer durables become the biggest spenders during the Durga Puja-Diwali stretch. The query their marketing teams puts up is not ‘how much?’ but ‘why not?’ This time around, the question is: how brands plan to advertise in the year of Corona.

    However, the Tata group owned fashion and lifestyle chain Westside has braced to make the most out of the circumstances. The brand’s ‘What’s Your Festive’ campaign focuses on all the products, right from clothing, cosmetics, footwear to  home décor. For the campaign, Westside has created four festive installations, each of which spans 15 seconds in which viewers can catch a glimpse of everything that it offers.

    Westside customer head Umashan Naidoo explained, “The films are directed by the very talented Devang Desai and the cast consists of Westside employees, customers and designers from the ethnic wear brand. After all, who better to advocate style and share the joy of their products but the creators themselves? We believe that these are real people with the aspirations of the brand at heart.”

    Read more news on Durga Puja 

    The films are meant to uplift spirits and have nothing to do with hard selling, said Naidoo, adding in an aside that the sparkling diyas featured in the video are part of a CSR project started in 2003 by Simone Naval Tata herself.

    As the options for big outdoor displays and activities are limited, brands are shifting to the digital space to keep their connect with customers alive. For instance, Fortune the Adani Wilmar group's Fortune brand has been running a digital campaign called Pet Pujo for the last three years to engage consumers. The brand’s media & strategy head Sanjay Adesara said: “This year, we have given it a twist keeping the current Covid situation in mind. From the last 3-4 years, we were doing a separate digital activity outside. This year also we are keeping it digital.”

    Adesara also shared that the trends in the West Bengal market during the pre-Puja period are similar to last year’s: there’s been no dip in additional grocery buying and shopping for clothes and personal care products.

    Kolkata is a major market for RSH Global-owned Joy Personal Care. CMO Poulomi Roy is of the view that from November onwards, things are going to pick-up in the northern part of the country, especially before Diwali. The skincare maker has launched a new campaign ahead of Durga Puja in West Bengal. As part of the campaign, the brand released the peppy, upbeat music video Dugga Elo featuring ten popular Bengali celebrities which captures vivid moments that highlight the vibe of pujo. Intended to create a festive mood and keep the spirit alive, the campaign song will be played out on television, radio, OTT platform and social media platforms of SVF Brands.

    Observing that while the personal care segment such as hand wash, soap, sunscreen segments had gone down during the initial phase of the lockdown, Roy said one category that witnessed a boost was luxury products.

    “People have stayed back at home and instead of spending outside, they have actively been indulging and taking care of themselves by using  personal care  products,” she added. The disruption that happened at the outset of the pandemic affected the company's supply chain but as things are getting back to normal, the demand is steadily returning.

    Experts echoed the sentiment, saying consumer demand has definitely picked up in the past 15 days. Experimental and cross-shopping is on the rise, especially for categories such as cosmetics, lingerie and home décor. They project that brands which have the best style, value, availability, and experience will surely witness growth.

    Tata CLiQ CMO Kishore Mardikar noted that since people are still on guard against contracting the virus, there’s been a lull in out-of-doors puja activity, especially shopping. Instead, they’ve switched to online to purchase their discretionary needs along with daily essentials. Broadly, there’s been an accelerated digital adoption this year,  with increased exploration and buying in all the categories including fashion and electronics.

    Looking to capitalise on this shift, the primary focus of Tata CLiQ is on audiences that have higher intent/consideration to purchase and thereby engage with them to catapult traffic to the platform. The company's marketing plan during the season is positioned around the theme of gifting.

    “This year our focus is to drive transactional efficiencies and hence our marketing choices are dictated mainly by digital media complimented with engagements via our social platforms,” Mardikar added.

    Even after Covid and government-mandated guidelines to check it, brands have improvised, adapted and are desperately trying to overcome all the challenges. Will they get to have the last laugh? Or will the Calcutta High Court's direction to make all pujo pandals in the state 'no-entry zones' prove to be their undoing?

    MediaCom chief growth officer Soumak Banik paints a not-so-rosy picture of the situation. “When you talk about Durga Puja or event festivities, the maximum of the money goes on ground. This time that is itself cut down, taking a huge hit. Even if the entire outdoor budget is lesser, it will impact advertising fundamentals at the end of the day,” he said.

    The festive season is an auspicious time in terms of sales for businesses across the board and marketers leverage this opportunity with promotions galore. This year, the festivities may be subdued and the volume of ads may be low, but brands are not down and out for the count. They're trying to reach out to customers in new ways and formats.

    “There is cautious optimism in the air. Brands are planning activities and are expecting offtakes to happen,” summed up Havas Media Group MD India Mohit Joshi.

  • Joy Personal care partners with 65th Filmfare Awards

    Joy Personal care partners with 65th Filmfare Awards

    MUMBAI: RSH Global, a leading personal skincare company under the aegis of its brand, Joy, partnered with 65th Filmfare Awards, one of the most prestigious Bollywood awards. The collaboration was aimed to create awareness about their initiative ‘#JustHireOne’, that urges companies to hire at least one acid attack survivor in their workforce. This initiative was a part of their larger campaign ‘#SkinOfCourage’, which was curated for the launch of ‘Joy Sensitive’, a special range of products crafted for hyper-sensitive skin of acid attack survivors.

    Celebrities present at the award ceremony witnessed a sensitive moment when Pragya Singh, an acid attack survivor and the face of #JustHireOne, urged to extend the support to acid attack survivors by joining hands with the novel initiative. To lead by example, RSH Global hired three acid attack survivors and truly believes that these survivors are as good a talent as any of us.

    As a part of the integration, Mr. Sunil Agarwal, Chairman, RSH Global, along with Poulomi Roy, CMO, RSH Global and Pragya Singh presented the best debut actress to Ms. Ananya Pandey.

    Poulomi Roy, CMO, RSH Global, said, “This is the first purpose led marketing endeavour by RSH Global and we couldn’t think of a better platform than the Filmfare awards to talk about the initiative in front of the popular opinion leaders of the country. The company’s endeavour has always been to deliver quality products at an affordable price and this has been the genesis behind the launch of ‘JOY Sensitive’, skincare range crafted specially for the hyper-sensitive skin of acid attack survivors. During the R&D of the product, we realized that employment is a serious concern for them and hence, we started off nationwide employment drive with an aim to support their livelihood by associating with Pragya Singh and her NGO ‘Atijeevan Foundation’.”

    Pragya Prasun Singh, Founder of Atijeevan Foundation and an acid attack survivor, said, “Acid attack victims often receive sympathies, but seldom has a brand made the effort to empower them. I am happy to be associated with such a great initiative by Joy personal care which urges acceptance of acid attack survivors in our everyday life.”

  • Joy Personal Care ropes in Mithila Palkar and Divyendu Sharma for new facewash TVC

    Joy Personal Care ropes in Mithila Palkar and Divyendu Sharma for new facewash TVC

    MUMBAI: Joy Personal Care from the house of RSH Global has launched a new TV campaign with Mithila Palkar and Divyendu Sharma to promote its range of face wash with natural extracts.

    The TVC, which goes on-air on 14 March showcases new age relationship between a young couple and emphasises on the fact that people who love us, love us for what we are, our ‘Asli Chehera’.

    Link: http://bit.ly/JoyFacewash

    Talking about the campaign and signing Mithila and Divyendu, RSH Global chief marketing officer Poulomi Roy said, “According to our estimates, Facewash in India is a Rs 1600 crore category and largely the user base is youth hence connecting with them is crucial. We have chosen Mithila and Divyendu for this campaign as they have immense influence over the younger generation and bring a fresh youthful vibe to Joy and we are confident that the youth will be able to connect with them and the story. Simultaneously as a brand, we do not believe in creating artificial standards for beauty, instead we strongly promote our philosophy of being ‘beautiful by nature’ and the communication in this TVC also revolves around the same. We see a great interest in natural based products amongst the youth and all Joy products are made from natural extracts which helps in maintaining healthy skin.”

  • Grapes Digital wins digital mandate of Joy Personal Care, X-men

    Grapes Digital wins digital mandate of Joy Personal Care, X-men

    MUMBAI: Grapes Digital, the full-fledged digital and marketing agency, has won the digital mandate of two leading brands of Kolkata-based RSH Global. Grapes Digital will be involved in the strategic approach of the digital activities for two of RSH Global’s leading brands – Joy Personal Care and X-men.

    The agency will manage the social, creative and media aspect of these two brands. The mandate was awarded to it after a multi-agency pitch and will be handled by its Delhi team.

    Speaking on this win, Grapes Digital founder Himanshu Arya said, “We are glad to add Joy personal care and X-men from RSH Global to our client list and the entire team is looking forward on building innovative and exciting campaigns. FMCG brands always have greater challenges as their target audience is vast, and we are glad to take this challenge and deliver it.”

    Speaking on the partnership with Grapes Digital, RSH Global CMO Poulomi Roy said, “We were looking out for a digital agency that could creatively take our brand though forward in the digital space. In the pitch process Grapes digital’s approach made them a clear choice to partner with. They have done some really good work in the past for various brands. We are looking forward for a lot of cross category learning for them and hoping that as a team we deliver some interesting work in the FMCG sector.”

    Earlier, in an interview with Indiantelevision.com, Poulomi Roy had revealed that RSH Global is planning to go big on digital with the latest range of its products releasing. The brand is looking towards targeting a slightly younger consumer base with its Revive range and has web sensation Mithila Palkar as one of the brand ambassadors.

  • Joy Personal Care goes heavy on digital media marketing for Revive

    Joy Personal Care goes heavy on digital media marketing for Revive

    MUMBAI: Joy Personal Care has always been different in its approach to marketing its products. Its advertisements tell stories that are worth listening to. Be it Bharti Singh’s body-positive ad, or Mouni Roy telling that beauty and brain make a combination not so rare; Joy has been pitch-perfect with its approach to target the new age woman.

    With the launch of its new collections, Joy Revive, the brand is only looking forward to selling some more charming experiences. It has now roped in Mithila Palkar as the brand ambassador for its sunscreen from the Revive range along with the face wash for its Joy Personal Care Range. The web star who is known for her roles in series like Little Things, Mithila Palkar brings in a fresh youthful vibe to the brand.

    Talking about the same with Indiantelevision.com, RSH Global (which own Joy Personal Care) CMO Poulomi Roy shared that bringing Mithila on-board was a strategic decision on the brand’s side for two prime reasons – one she is young and thus caters to the TG of Joy Revive, and second, she has a great influencer in her. She has the capability to influence the younger lot to buy things that are necessary for them.

    Roy says, “Historically, the brand ambassadors of Joy have been a little different for us. We first think about what we want to communicate, what is the brand story, and then have a celebrity on board who can facilitate that for us. Today when we talk of celebrities, the definition has become very different. The bloggers, influencers, film actors, as well as television actors—everybody is a celeb till the time one has the power to influence. This girl does have that. Her journey has been unique. She represents a part of the youth, which will form a very big part of the population.”
    Mithila also shares her views on getting associated with Joy. She says, “I know that it is a homegrown brand and that is something that I endorse in real life. Also, the pigments in its sunscreen are natural. Its face wash is fruit-based and personally, I love everything that is fruity or sweet smelling. And that all that had me sold to the brand (chuckles).”

    She adds, “Also, Joy doesn’t try to ‘accentuate’ your beauty. It promotes that you are ‘beautiful by nature’. It just restores the beauty you have. And that’s something very beautiful and special.”
    With the brand catering to a slightly younger population that Joy Personal Care and having Mithila, who is a digital media star, on board, the brand is also working on improving its media planning strategies. The brand usually had more than 70 per cent of its budget allocated to TV ads earlier but is now shifting the focus towards improving its digital presence.

    Roy shares, “Digital is going to be very big for us in 2019 as a mandate. We will have a good 25 per cent spend on digital but it will be wrong to benchmark it right now. It is for the first time that we are going this big on digital. So, we are going to make spends this year and next year we will again look at our budgeting. We will figure out what worked for us, and then we will set the benchmark for funds at the optimal level of spends.”

    She adds, “Brands that have to successful have to have cultural relevance. With digitalisation, the cultural game online has completely changed. There are a lot of sub-cultures that now lie in the digital space. As a brand, we need to understand and fit in the sub-cultures that are relevant to us. While we clearly know who our target audience is and which aspects of the marketing we are looking at, we still need to be very careful about our media planning.”

  • Brand Joy’s agenda is to be known to everyone: Poulomi Roy

    Brand Joy’s agenda is to be known to everyone: Poulomi Roy

    MUMBAI: As a nation, we are growing, our disposable income is rising and the world is looking at us when it comes to pushing the global economy. From a layman's or a consumer’s perspective, when he rises up the ladder, the second thing after good food is to look and feel good. This is the belief that CMO of RSH Global, which owns Joy Personal Care, Poulomi Roy holds. For her the personal care market of India is a huge industry that offers a wide scope for a brand like hers to bloom.

    The opportunity is vast but so is the fierce competition from legacy brands like Ponds and Himalaya. In an exclusive conversation with Indiantelevision.com, Roy elaborates on the brand’s marketing strategy to establish its identity and drive a steady year-on-year growth amidst all the ‘big’ names.

    Roy reckons that in today’s time, it is important for brands to have a relationship with their customers. “Of course your product has to be good and the pricing strategy has to be right but beyond that, every brand today wants to have recognition in the mind of the consumer,” she says.

    “We have been marketing our brand since 2011 and our strategy for all these years has been to reach out to maximum people. Therefore, television plays a major role in whatever we do. Also, we like to create content that is unique and relevant, establishing communication that is slightly differentiated from the rest of the brands,” she adds.

    Joy’s communication has definitely been unique and different. The campaigns with comedian Bharti Singh and the latest one with actress Mouni Roy are examples of the meaningful stories Joy has been weaving with its ads. She believes that these types of campaigns make the consumer feel closer to the brand.

    Another interesting anecdote, which Roy shares with much humility, is her understanding of the fact that no consumer will switch to Joy products overnight after watching the ads. She says, “The fact of the matter is that when you do something interesting and make something that resonates with the people, you start getting compared to the brands that are in existence for the past 30-40 years. Due to the language you use to communicate, the consumers start taking notice. I am not saying that from tomorrow they will stop using what they are using and will get converted to our brand, but the next time they are shopping and see my product placed amidst several others, it will not be unknown to them.”

    She further adds, “They will recognise my product and will feel to give it a try. After testing it they will see that it is light, gets absorbed easily, feels good on the skin, and is also very reasonably priced. And that’s my chance to convert them. Thus, my communication agenda is very clear—my brand Joy should not be anonymous to anyone.”

    The aim is to show that Joy is about good quality products at affordable prices. The target for the brand is the middle-class segment of the Hindi heartland and it has already been performing exceptionally well in cities like Jaipur, Lucknow, Kanpur, Varanasi, Allahabad, Indore, Bhopal, Jabalpur, Amritsar and Ludhiana. For the next growth phase, Joy is looking towards tier 1 and tier 2 cities of Maharashtra and eastern India to establish its products.

    With such a target-specific approach, Joy is spending most of its advertising budget on television. Roy reveals that around 80 per cent of her ad spends goes to TV while just 7.5 per cent is spent on print and digital. Rest 5 per cent is contributed towards product placement and activation.

    Roy also shed some light on the brand’s plan for 2019. She reveals that Joy will be launching more products in the moisturising category in the coming year. She also notes that further in the coming future, Joy will be focussing more on providing targeted action-oriented complete solutions under one umbrella so a person who is using Joy’s moisturisers is not using some other brand’s soap or shampoo.

    She is hopeful that soon Joy will be standing shoulder-to-shoulder with all the legacy brands that are dominating the Indian market currently and is relying on the strong research and development backing of her team in creating natural products that give longer-lasting results without any side-effects.