Joy Personal Care has launched a new television commercial for its Hydra Refresh Gel, featuring brand ambassador Sanya Malhotra.
The campaign focuses on summer skincare needs, particularly hydration in hot and humid conditions. The product is positioned as a lightweight gel designed to provide hydration without a sticky residue, suited for everyday use during rising temperatures.
The TVC is set against a summer backdrop, depicting a character dealing with heat-related skin fatigue. The narrative introduces the product as a solution for quick hydration, with Sanya Malhotra’s entry marking a shift in tone. The film uses a light, conversational approach to highlight the product’s texture and usage.
According to the company, the gel is formulated to offer fast absorption and extended hydration, aligning with consumer demand for non-greasy skincare options during the summer months.
Sunil Agarwal, Co-founder and Chairman of RSH Global, said, “As India braces for soaring temperatures and an intense summer ahead, the need for skincare that delivers effective, non-sticky hydration becomes even more relevant. Consumers today are looking for solutions that are light, comfortable, and easy to use through the day. Hydra Refresh Gel is designed to meet this need with a lightweight, non-sticky formulation that fits seamlessly into everyday routines. It reflects our continued focus on creating high-quality, affordable products that stay aligned with evolving consumer expectations.
Poulomi Roy, Chief Marketing Officer at RSH Global, said, “With summer setting in, there’s a long-held belief that drinking more water is enough for hydrated, glowing skin. While hydration is important, it doesn’t always translate into visible results. Consumers today are looking for solutions that deliver effective, non-sticky hydration, especially in hot and humid conditions. This campaign builds on that insight, bringing the product’s effectiveness to the forefront in a relatable way. Hydra Refresh Gel continues to demonstrate strong relevance in the category, strengthening its presence this summer, while Sanya’s strong connect with audiences further enhances the campaign’s impact.
Sanya Malhotra shared her excitement, “Working with Joy Personal Care has always been a truly enjoyable experience. I’m delighted to be part of yet another campaign with the brand, especially one that feels so relatable and rooted in everyday moments. What I really enjoy about the product is how effortlessly it fits into everyday routines, especially during the summer when your skin needs hydration without feeling heavy.”
The campaign marks the product’s television debut and will be supported by digital and social media amplification as part of a wider summer marketing push.
