Joy Personal Care, part of RSH Global, has launched a new campaign in collaboration with Kolkata Knight Riders (KKR), marking five years of partnership.
Titled ‘Under The Same Sun’, the campaign builds on shared themes of resilience, discipline and everyday effort, using cricket as a metaphor for daily life. The film features KKR players Ajinkya Rahane, Rinku Singh and Manish Pandey, moving between match-day moments, practice sessions and everyday scenarios to reflect this parallel.
As part of the campaign, the brand has also introduced a limited-edition Joy x KKR sunscreen, developed using insights from players, influencers and fan communities, aligning with outdoor and active lifestyle needs.
Speaking about the campaign Mr. Sunil Agarwal, Co-founder and Chairman of Joy Personal Care (RSH Global), said: “Stepping into our fifth year with KKR marks a meaningful milestone in a partnership that has evolved through real engagement with players, fans, and communities around the sport. As a celebration of this journey, we are introducing a special edition product shaped by these insights, making it a seamless extension of the association. Our campaign ‘Under the Same Sun’, inspired by ‘Life’s a Pitch!’, a widely relatable metaphor, enables us to position the brand at the intersection of sport, performance, and everyday routines, driving stronger cultural relevance and long-term growth.”
Adding to this, Ms. Poulomi Roy, Chief Marketing Officer of Joy Personal Care (RSH Global), remarked: “Life’s a Pitch!’ captures the cultural and emotional pulse of the game while reflecting our evolution as a brand from visibility to credibility. With Joy Personal Care and KKR sharing a long-standing association, our ‘Under The Same Sun’ campaign is built on a unifying idea that seamlessly connects cricket, outdoor life, everyday people, and fans through a shared experience. By leveraging insights gained through this partnership, we have crafted a narrative that feels authentic, relatable, and highly relevant to our consumers.”
Venky Mysore, Chief Executive Officer of Kolkata Knight Riders, added: “Our association with Joy Personal Care has strengthened with each passing year, and this phase is particularly meaningful. It reflects a bond built on trust and shared values. The campaign captures how cricket extends beyond the field, touching people across cities and communities. We are proud to continue this collaboration for the fifth consecutive year, using the platform of the IPL to celebrate the spirit of the game and inspire people to show up and perform, no matter the pitch.”
The campaign will be amplified across television, digital platforms, influencer collaborations and social media, extending its reach across cricket audiences and everyday consumers.
