Joy Personal Care from the house of RSH Global launched a new TVC campaign with Mithila Palkar and Divyendu Sharma to promote its range of face wash with natural extracts.
The TVC showcases new-age relationship between a young couple and emphasises the fact that people who love us, love us for what we are, our ‘Asli Chehera’. Our ‘Asli Chehera’ is what makes us special and unique for our loved ones.
The relationship established between the couple in the TVC is ‘effortless’. which is made evident when Mithila playfully exaggerates the simple process of washing her face as an extraordinary effort that she puts in for her partner Divyendu to flaunt her ‘Asli Chehera’. The production house is Kiss Films.
Poulomi Roy
Poulomi Roy, Chief Marketing Officer, RSH Global, said, “According to our estimates, face wash 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 among the youth and all Joy products are made from natural extracts, which helps in maintaining a healthy skin.”
Joy Personal care has a host of natural-based face wash products like Lemon, Apple, Strawberry, Papaya and others.
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