Happy adds Joy to its kitty

The win comes on the back of a multi-agency creative pitch. The annual marketing spend is estimated to be around Rs 50 crore

BestMediaInfo Bureau | Delhi | July 2, 2015

Following a multi-agency creative pitch, Kolkata-based Joy Cosmetics has appointed Happy Creative Services, Bangalore to lead the creative mandate for them.

The portfolio consists of multiple variants of face wash, face scrubs, face packs, creams, lotions and shampoos, catering to different personal care requirements. The annual marketing spend on the portfolio is estimated to be around Rs 50 crore.

Poulomi Roy

Commenting on the partnership with Happy, Poulomi Roy, Head - Marketing, Joy Cosmetics, said, “The personal care market in India is still at a nascent stage compared to the developed countries and there is ample growth opportunity in the years to come. Joy, perhaps being one of the very few Indian companies that is purely into the personal care space, is here to stay as a prominent player. Keeping this objective in mind, 2015-16 is a crucial year for the company; some strategic alignments have taken place within the organisation and also with our partners, having Happy on board is a part of this process. We believe the young energetic team of Happy will play a vital role to help brand Joy achieve its defined milestone.”

Kartik Iyer

Kartik Iyer, CEO and Co-Founder, Happy Creative Services, added here, “It's an honour to be chosen by a brand like Joy Cosmetics. The fact that they were open-minded about working with an agency based in another city itself proves that they are a forward thinking organisation. We look forward to breaking some category codes and giving birth to a fresh new brand in the personal care space. And if you haven't cracked the Happy-Joy joke yet, we already have!”

Actor Anushka Sharma has been endorsing Joy Skin Fruits Face Wash range since 2012.

The retail footprint of the brand includes both general and modern trade outlets across 23 Indian states. Rajasthan, Madhya Pradesh and Uttar Pradesh are the strongest markets for the brand. The brand is also available in Nepal, Bangladesh, Pakistan, Afghanistan, Sri Lanka, the Middle East and Africa.

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