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Joy Personal Care launches new campaign with Kriti Sanon

Mimi Chakraborty will be seen endorsing the same campaign, targeted at the Bengal market

Joy Personal Care, the skincare brand under the aegis of RSH Global announced a new campaign for its winter-care product Honey and Almonds Body Lotion. The newly launched television commercial featuring Kriti Sanon emphasises the importance of the two “desi” ingredients, Honey and Almonds in skincare products. Mimi Chakraborty, the Bengali actress will be seen endorsing the same campaign, targeted at the Bengal market.

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With this campaign, Joy Personal Care highlights the need for embracing desi ingredients and not to look at the West for answers to personal care needs. It aims to break the stereotypical idea within the beauty industry that products with ingredients from the west are of superior quality. Indians have a specific skin type which is accustomed to Indian weather conditions. Hence, relying on ingredients sourced from our own country, are not only best suited for our desi skin but are also highly nourishing in nature.

In the TV commercial, we see Kriti watching a commercial for products with exotic, foreign ingredients. In the middle of the commercial, Kriti is seen turning off the TV with a confused expression, where she highlights that one need not look for ‘exotic’ but ‘exact’ Indian ingredients that are best suited for our skin types. Later, Kriti is seen using the lotion and encourages everyone to depend on Indian ingredients for their daily skincare routine.

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Sunil Agarwal, Chairman, RSH Global, said, “Wintertime is extremely crucial for skincare routines as the air is dry and our skin requires nourishment along with moisturizing. Honey & Almonds body lotion is our flagship product and is loved by our customers as well. This is why the lotion is a giant in the body lotion category in India. Kriti and Mimi are beloved faces in their industries and will help us drive the message of using Desi ingredients. With life returning back to normalcy, we are expecting demand to be strong in this category during the upcoming winter season.”

Poulomi Roy, Chief Marketing Officer, RSH Global, said, “Honey and Almonds hold a special place in Indian culture and households due to their immediate relation with ‘nourishment.’ These special ingredients have stood the test of time and still stand relevant despite the new-age esoteric ingredients brought in by the western influence. Through this campaign, we break another stereotype that exists in beauty and personal care, that not everything exotic and westernized is superior for the skin. As the movement for supporting local products and ingredients gains more momentum by the day. We believe our audiences will resonate with the idea. We are glad both Kriti and Mimi believe in this thought and support the same.

The films:

Kriti Sanon TVC -

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Mimi Chakraborty TVC –

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