Joy Personal Care encourages women to embrace inner beauty and brave the sun this summer

To inspire Indian women to snub society’s perception of beauty standards and reemphasise the message that the real beauty of a woman lies within, Joy Personal Care from the personal care company, RSH Global, has launched a campaign.

The TVC promotes Joy Hello Sun, the sunscreen range of products with natural extracts. The TVC featuring Mouni Roy encourages women to embrace their inner self and rebuff public opinion regarding a woman’s beauty.

Poulomi Roy

Poulomi Roy, CMO, RSH Global, said, “Sunscreen in India is largely promoted as a solution to avoid getting tanned or dark skin, whereas the intention should be to highlight the damaging effects from exposure to the sun’s ultraviolet (UV) rays. At the same time, for today’s increasingly knowledgeable consumers, simply choosing SPF is no longer the only consideration, things like broad spectrum protection & PA + while deciding which sunscreen to purchase also matters. They are looking for customised solutions as per their age and gender. Also encouraging women to embrace their inner beauty has always been the core of whatever we do. We understand the societal pressures that Indian women have to face and Joy Personal Care has always tried to be a crusader against the stereotypes. With this latest TVC, we are confident that our message that the real beauty of a woman lies within will resonate with everyone.”

The TVC has been produced by Kiss Films. Sikha Makan, Director, Kiss Films, said, “It was a wonderful experience to work with the Joy team. The shoot was fun, as Mouni is an amazing collaborator. The script has a very simple but important point to make – joy sunblock lotion is not about fairness or desirable femininity, the way most other creams ads in this category are presented.  It does the job that a sun block ought to do – that is to protect the skin against the harsh sun, giving a woman the confidence to stay carefree! And so as we shot outdoors under a real scorching sun, the attitude of ‘Joy’ kept us going.”

Joy Personal Care has a range of natural-based non-oily sunscreen products like Joy Hello Sun Sunblock and Anti Tan Lotion SPF 20 with raspberry seed oil, Joy Hello Sun Sunblock and Anti Tan Lotion SPF 30 with carrot seed oil and chamomile extracts and Joy Hello Sun Sunblock and Anti Tan Lotion SPF 40, which has papaya and saffron extracts – all of which provide broad spectrum UVA + UVB protection.

The TVC:

Credits:

Client: RSH Global

Brand: Joy Personal Care

Production House: Kiss Films

Cinematography: Paramvir Singh

Creative Director: Shikha Makan

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