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.
Mumbai: Joy Personal Care, the Indian home-grown personal care brand under the aegis of RSH Global, recently unveiled ‘JOY KKR 4D Fan-tasy,’ a grand anamorphic display at South City Mall in Kolkata. The event took place in the presence of the popular actor Mimi Chakraborty who is also the brand ambassador of West Bengal. This larger-than-life installation aims to celebrate the spirit of KKR, in alignment with Joy Personal Care’s association with the team for the third consecutive time this year.
The grand anamorphic display stands as a key feature of the event, designed to immerse fans in the excitement of watching matches at Eden Gardens, Kolkata. With this innovative approach, Joy Personal Care is dedicated to providing fans with an exceptional stadium-like experience.
The display will be showcased at the mall till 5 May 2024, resonating with the fervor of cricket enthusiasts across the city. Additionally, it will also be put up at other high-footfall malls including Acropolis, City Centre Newtown, and Vega Circle, Siliguri.
In addition to the anamorphic display, the brand has organized interactive contests throughout the aforementioned duration in catchment zones. These activities aim to engage fans and captivate them with exciting gratifications, further fuelling their passion for cricket and KKR.
Commenting on the success of the 4D anamorphic display, Joy Personal Care (RSH Global) chief marketing officer Poulomi Roy said, “The introduction of JOY KKR 4D Fan-tasy marks our entry into an exciting experiential marketing project, set to enhance the fan experience at the high footfalls malls in Kolkata making it more enthralling and engaging. Unveiling this grand anamorphic display meticulously designed to celebrate the spirit of KKR in our hometown fills us with pride. Through this innovative approach, we aim to form deeper connections with our consumers.”
Sharing her excitement, renowned actor Mimi Chakraborty commented, “I’m thrilled to be a part of the unveiling of Joy Personal Care’s ‘JOY KKR 4D Fan-tasy,’ an innovative anamorphic display today. As an ardent fan of KKR and brand ambassador of West Bengal, witnessing this larger-than-life installation celebrating the spirit of the team was truly exhilarating.”
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.”
Mumbai: Joy Personal Care, a homegrown skincare brand from the aegis of RSH Global, in continuation to their recently announced partnership with Kolkata Knight Riders (KKR) has initiated #BeingEqual brand campaign. This multi-platform campaign will highlight the existing gender inequalities faced by women across professional environments. This first-of-its-kind brand campaign is an initiative that has been undertaken, not to promote a product or service, but only to hold a mirror up to the society and mobilise against the issues being faced by women on a daily basis.
“Gender equality and women rights are considered as the fifth, among 17 sustainable development goals (SDGs) by the UN, and this campaign is a serious movement toward the betterment of women rights in society. Joy Personal Care endeavours to inspire this very change by leveraging one of the largest consumer outreach platform, for societal welfare,” said the brand in a statement.
As a part of the campaign, the brand is launching a film featuring KKR players in it. The film introduces a strong message on equality, where male cricketers address the systemic inequalities faced by women in sports, and other businesses as well. #BeingEqual, intends to ask pertinent questions and inspire efforts to bring an equilibrium in society.
The film showcases the three cricketers in a dark setting, spray-painting on a surface, while a voice-over talks about how unfortunate it is that even though women are capable of greater things, they are not always recognised as equals. The film then reveals the spray-painting to be the rendition of an empowered woman.
“The brand Joy has always stood for empowering women and breaking archaic stereotypes. With such an important message being delivered by members of KKR, we aim to inspire much larger audiences, including businesses, to support and actively promote gender equality,” stated RSH Global chairman Sunil Agarwal.
“Joy’s association with KKR itself raised a lot of questions, how much sense does it make from a marketing and media perspective? But, I truly believe, it’s time we look at this association from a different lens,” commented RSH Global CMO Poulomi Roy, adding, “Hence, for the first time, a brand film is being made to drive a strong message instead of a call to action TVC. The idea was to leverage the reach of the tournament to build awareness and visibility through logo exposure and simultaneously drive home a strong message about gender equality.”
“We realise that the youth of today enacts, reacts, adores and accepts brands that support and promote a cause. This campaign will certainly make consumers resonate with our brand story. We encourage audiences to participate in sending a message through social media, and are proud to reward those who raise their voice in support of equality,” Roy further said.
Pulling out a leaf from the brand’s vision of ‘breaking the stereotypes’ the main campaign will be accompanied by two social media campaigns in this direction, the brand said.
– ‘Reel it with us’ an Instagram contest, will be for audiences to creatively present their lip-synced interpretations of the TVC film audio. Winners will be awarded with exciting merchandise
– #WhoEqualsTheGame contest will reward user generated posts where audiences will name a person in their lives who breaks gender stereotypes, celebrating real-life heroes bringing a change. Winners stand to win hampers, match tickets and even a meet and greet with the players from KKR.
“It is refreshing to see a brand partner using the association with KKR and harness the reach of such a widely viewed platform to raise awareness about a worthy cause. We are proud to partner with Joy Personal Care on their initiative to drive conversations on equal opportunity for all gender,” said KKR CMO Binda Dey.
Delhi: RSH Global, a personal care company in the business of skin care products, under its brand name of ‘Joy’ today, launched a new range of product suitable for the sensitive skin of acid attack survivors, JOY Sensitive.
The ‘Joy Sensitive’ product range includes a face-wash, moisturizer, cream and sunscreen, designed keeping in mind the daily skincare need of a hyper-sensitive skin. These products are formulated with natural extracts of aloe vera & chamomile which moisturizes & soothes sensitive skin. Aloe vera has cooling properties and is anti-inflammatory while chamomile is a natural antiseptic and is effective in soothing irritated skin and regenerating tissues. These products are Hypoallergenic Non-Comedogenic & Dermatologically Tested. Additionally, the products are colourless, sulphate free and are 100 percent vegan. Brand also unveiled the campaign ‘Skin of Courage’ and will undertake various initiatives under the same including employment drive for acid attack survivors, association with movie ‘Chhappaak’ supported by on-air and digital promotions.
Speaking about this range Sunil Agarwal, Chairman, RSH Global said, “Globally, India tops for acid attacks and the existing products for the hyper sensitive skin of acid attack survivors are either rare, expensive or from derma category. Therefore, affordability played a major role in the product development – ‘Joy Sensitive’.
The company’s endeavour has always been to deliver quality products at an affordable price and this has been the genesis behind this new range meant for hyper-sensitive skin. Personally, this is the most satisfying project in the last 30 years of my entrepreneurial journey & we all look forward to hear it back from the users.”
Poulomi Roy, Chief Marketing Officer, RSH Global, said, “Make good quality product accessible to all at affordable price, has been the company’s purpose of existence. This project is a manifestation of the same and skin of courage campaign is a testimony of marketing with a purpose.
Women from modest backgrounds often fall prey to acid attacks. Therefore, being a mass brand and having in-house infrastructure, R&D, resources and logistics, the thought raised was, can we develop a special product for them at an affordable price point? This is how ‘Joy Sensitive’ was born with robust research and innovation.
Chhapaak releasing during the launch of ‘Joy sensitive’, triggered an association which was much beyond the usual promotions and the celebrity quotient. Apart from the co-branded TVC, we are organising a special screenings of the movie for over 200 acid attack survivors. We are also in the process of starting off a nationwide employment drive for acid attack survivors by associating with a NGO as a part of the campaign. The cause will be extensively promoted digitally as well.”
It’s been an extremely gratifying experience for me to work on this project and we’ve long way to go.”
RSH Global is ranked the seventh largest skincare company by turnover in the ₹13,000 crore skincare market, as per Nielsen MAT data 2018-19. It is aiming to double its turnover by 2022-23 to Rs 1000crore from ₹490 crore in 2018-19. It exports to 25 countries in Africa, West Asia and South Asia, & SAARC region.
MUMBAI: Kolkata-based FMCG giant, RSH Global’s ‘Joy’ announced its latest offering in the skincare product range category, ‘Revivify’. With the new range, RSH Global is addressing the need for brightening and aging issues suitable for its customers across India.
The exposure to skin care products is at an all-time high in India. There is greater awareness of the ingredients in products and customers make choices based on this knowledge. Alertness of factors amongst consumers related to skin health like pollution and stress are leading to a demand of advanced skincare products that goes beyond conventional usage.
Poulomi Roy, Chief Marketing Officer, RSH Global said, “We have always believed in going beyond the mundane and therefore consistently provided extraordinarily innovative products to our customers. In today’s scenario advanced skin care is extremely important. Because of stress and pollution, our skin shows signs of ageing, dullness, loss of elasticity at a much early age. Therefore day creams, sunscreen, night creams and anti-ageing creams are products that are getting into the portfolio of a young target audience as well. Advanced skin care range is available in the market at a premium price & Revivify is launched with an intent to make advanced skincare available at an affordable price for mass segment.”
The brand plans to expand its personal care range in the mass- premium segment, focusing on cosmeceuticals, that is, products combining cosmetics and pharmaceuticals. Joy has entered the mass-premium segment to cater to the evolved customer base with this new line ‘Revivify’. This includes the following products – Eternal youth anti-aging, Hydra Boost Lightning Day cream and Hydra renew Regenerating Night cream.
The products have created a lot of buzz amongst influencers such as Soha Ali Khan, Hina Khan, Anita Hassanandani, Krystal Dsouza, etc.
Popular actress and influencer Soha Ali Khan has mentioned on her Instagram handle that the products have been really beneficial for her. She said: “Stress, UV rays, pollution creates a lot of problems for our skin. Our skin tends to get wrinkled and fine lines appear at an early age. I really feel Joy skin care range is really effective and affordable to combat these problems. The anti-aging cream really stood out for me. I have started seeing the difference as soon as within 7 days of usage of the product. It has a magic ingredient called jojoba oil which really brightens the skin and helps with long lasting hydration.”
This new skincare product has a lot of benefits such as renewing skin layers, reduces wrinkles, increases the moisture of skin, resumes moisture balance, deeply refreshes skin, soothes and enhances elasticity, control skin balance, renews cell, hydrates skin etc.
MUMBAI: In a significant move, the Broadcast Audience Research Council (BARC) India recently announced the integration of TV and out-of-home (OOH) TV viewership in its media workstation software. The decision will allow BARC India subscribers to get a comprehensive understanding of the overall viewership.
Brands and marketers have welcomed the move for the viable opportunities it can create. However, a few of them point out that such ratings will be impactful only during big-ticket event-based OOH viewing.
Dentsu Aegis Network CEO greater south and chairman and CEO of India Ashish Bhasin is of the view that it will help marketers in making more informed decisions. He says, "I believe it is a step in the right direction. A lot of TV viewership, particularly around sporting events like IPL, happens outside of homes and the more research that we can get, the more clarity of data we can get, the more it helps the medium and also helps in making more informed choices."
L'Oreal head of media Neel Pandya feels that while it is too early to tell how the policy will fare, it is going to be interesting to see how the advertising culture will evolve accordingly. He says, “It’s a great move by BARC to include out of home TV viewership as a part of its offering. Over the years, the only large media available for mass audience have been TV and OOH. As urban India is spending more time out of their homes on weekends, this service will enable marketers to get a holistic picture of the audiences’ TV viewing habits. OOH is an attractive proposition nowadays, leading to its extensive use and a boom of OTT players in the country. The only hurdle for large advertisers to invest heavily in OOH is its measurement system. While it’s too early to tell, it will be interesting to see how advertising evolves to capture the attention of increasing OOH TV viewing audiences.”
The service will allow broadcasters and advertisers to uncover more value and insights into TV-viewing behaviours, both inside and outside the home. The data will also be available in the planning module for agencies to plan effectively and account for this audience.
RSH Global CMO Poulomi Roy is of the view that the integrated ratings will help the marketers during event-based properties like IPL but otherwise the impact is going to be negligible. She says, “Big ticket media properties like IPL & World Cup which have a homogeneous group of people with common sentiments viewing together will show better reach and hence, marketers who spend on these properties will get affected in a positive way. However, it is important to know the sample size and coverage area and lastly how the data will be interpreted. Barring these days when such properties are not airing, the impact of these measurements is negligible because for a consumer it will be forced viewing of whatever is served by the social hotspots.”
KMPG India partner and head, media and entertainment Girish Menon thinks that while the intent behind the decision is very good, one needs to think through how the measurement metric will work to cover a large number of people who will be watching at one place along with demography of those viewers.
He says, “The way we need to look at out of home viewing is in two types. One is event-related viewing, mostly relevant to sports, and the other is consumption in the hotel. For an event-based viewing, for example, if you go to a restaurant, 50 people might be watching (from one screen). How do you really measure the number in such case? If you look at hotels, that model is very different. There is a reasonable chunk of the transient population that means, a person either flips through channels to pick up something interesting or typically goes to his favourite channel. Either way, it is not appointment viewing. But at least brand loyalty will have a larger play. So, therefore it is slightly more advantageous to larger and more well-known channels. There we benefit at the channel level, not necessarily at the programme level.”
Menon says that the way advertising works in India is ratings-based in terms of reach, people and demography. “Essentially, it will add to those ratings. Therefore from an advertiser’s perspective, it is a little bit better because it expands the population the advertisers will be able to target. But at the end of it, it benefits the advertisers like all other measurement systems.”
BARC had started the OOH TV viewership management in 2018, in Delhi, Mumbai and Bangalore. The council has also announced the expansion of this service to 120+ urban towns as well. This also comes at a time when BARC India has expanded its panel to 40,000 metered homes within the committed timeline of March 2019
MUMBAI: RSH Global, which owns Joy Personal Care and X-Men, has announced the appointment of Initiative—from the house of IPG Mediabrands, as its media agency of record. The RSH Global account will be jointly handled by Initiative Kolkata and Gurugram offices. As part of the mandate, Initiative will handle integrated media planning and buying for JOY & X-MEN Brands.
Talking about the new association Initiative CEO Vaishali Verma said, “We are extremely thankful to RSH Global for the trust they have shown in us. This win further strengthens our Kolkata & Gurugram offices. We are excited to partner RSH Global which is a significant player in the growing, dynamic category of personal care. It definitely expands our client portfolio further.”
Initiative COO Arun Sharma further added, “Personal care is a fast growing category in India and RSH Global is charting out a new trajectory in this space. I am extremely happy that they have chosen us to partner them in this new phase of growth. This association is truly meeting of minds. Both RSH Global and Initiative are extremely entrepreneurial in spirit. They particularly liked our FMCG credentials, passionate team spirit, our insightful and strategic thinking and tools and solutions.”
Commenting on the same, RSH Global chief marketing officer Poulomi Roy said, “We at RSH Global are gearing up for the next phase of growth and have adopted a multi-fold strategy to achieve our business objectives. Since serving Bharat continues to be our major focus area, we wanted a media agency with a strong understanding of the cultural diversity in a country like India. Innovation and breaking the stereotypes are at the core of whatever we do and we are confident that Initiative from IPG Mediabrands will add great value to the brand journey.”
RSH Global had recently announced its entry into the mass premium segment with “JOY Revive” and had roped in Mithila Palkar to promote the sunscreen under the Revive range of products.
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.
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.”
