Joy Personal Care, the home-grown personal care brand from RSH Global, has appointed actor Tamannaah Bhatia as the new face of its lotion and cream category. The partnership will be brought to life through a multi-platform campaign spanning television, digital and social media, with the brand’s Honey & Almonds Deep Nourishing Body Lotion at the centre of the campaign.
The lotion is formulated with honey and 100% pure almond oil and is positioned by the brand as a product designed to nourish and soften the skin. The association with Bhatia builds on her two-decade presence in Indian cinema and popular culture. Joy Personal Care said her versatility and individuality align with the brand’s approach to everyday skincare and its ‘Beautiful by Nature’ philosophy.
Sunil Agarwal, Co-founder & Chairman, Joy Personal Care (RSH Global), said, “JOY has evolved from a homegrown skincare brand into a larger personal care player while staying true to what consumers value. Our association with Tamannaah marks an important step as we strengthen our presence in the lotion and cream category and bring our proposition to a new generation of consumers. Honey & Almonds Body Lotion has been an important part of the brand’s lotion portfolio and this association gives us an opportunity to build on its strong equity while bringing a fresh perspective to the category. Our focus remains on creating products that combine quality, relevance and affordability for Indian consumers.”
Poulomi Roy, Chief Marketing Officer, Joy Personal Care (RSH Global), said, “Beauty has often been presented to women through a narrow lens, telling them how they should look and what they should aspire to be. ‘Beautiful by Nature’ challenges that thinking and reminds women that they do not need to fit a certain mould to feel beautiful. Tamannaah brings this thought to life through her individuality, journey and ability to stay true to herself while evolving through the years.”
Talking about her association with the brand, Tamannaah Bhatia added, “What I have always loved about beauty is that it can mean something different to each of us. Over the years, I have learnt to embrace that thought and enjoy the journey rather than chase an idea of perfection. That is what drew me to Joy Personal Care, and I am excited to bring this thought to life with the brand.”
The philosophy focuses on moving beyond conventional definitions of beauty and encouraging women to embrace their individuality and feel confident in their own skin. The campaign will extend Joy Personal Care’s communication across its lotion and cream portfolio while strengthening its presence in the everyday skincare category.
