With the winter season around the corner, skincare brand Joy has announced its association with Bollywood actress Kriti Sanon as its brand endorser. Joy, along with Sanon, will be endorsing their popular winter care product Honey Almond lotion.
Sanon will soon appear in an integrated marketing campaign around the product that also features a new television commercial.
Sunil Agarwal, Chairman, RSH Global said, âWinters are extremely important for any personal care company and weâre no different and Honey and Almond body lotion is our flagship product. It was a well thought out move to get Kriti Sanon on board and we are confident that this partnership would be mutually beneficial to the brand as well as the endorser. I would like to welcome Kriti on board.â
Poulomi Roy, Chief Marketing Officer, RSH Global, said, âHoney and Almond body lotion campaign is built on the mother brand philosophy of Joy âBeautiful by natureâ. This campaign is based on the key insight âconsumers are evolvingâ. The purchase behaviour of consumers and their reason to belief has clearly shifted to rational reasonable influence rather than larger than life irrational promises.
âTherefore the manifestation of this campaign sights a situation wherein Kriti Sanon as a new-age woman influencer decides not to preach or claim unrealistic benefits to her consumers while endorsing a skin care product. So hereâs a young woman played by Kriti Sanon with so called âconventional good looksâ shatters the stereotypes used by advertisers to oversell skin care products to woman of all age groups.â
Sanon said, âI am extremely thrilled to come on board with Joyâs Honey and Almond body lotion. Honey and almonds are traditional ingredients for nourishment and the campaign talks about the benefits of these two ingredients in a straightforward yet an interesting way which the consumers will get to see in the television commercial.â