Mumbai, March 13, 2024 – Joy Personal Care, a prominent Indian personal care brand under RSH Global, proudly announces its collaboration with the iconic Shah Rukh Khan as the brand ambassador for the face wash category. This partnership underscores Joy’s commitment to promoting gender equality and inclusivity, aligning perfectly with Shah Rukh Khan’s values and advocacy for women’s empowerment.
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With the face wash category accounting for approximately 2500 crores, Joy Personal Care aims to make a significant impact by expanding its market share within the category. Leveraging Shah Rukh Khan’s influential presence, the brand seeks to connect with audiences across India, maximizing visibility and engagement.
High-Profile Campaign Launch:
Joy’s flagship product, JOY Lemon Face Wash, endorsed by Shah Rukh Khan and Sanya Malhotra, the brand’s ambassador since the past year, will be featured in an upcoming commercial set to launch during the IPL 2024. This strategic move capitalizes on Joy’s two-year partnership as an associate sponsor of the Kolkata Knight Riders, ensuring heightened brand visibility during this premier sporting event.
Shared Values and Synergy:
Sunil Agarwal, Founder and Chairman of Joy Personal Care (RSH Global), emphasizes the shared ethos between Shah Rukh Khan and the brand, stating that the collaboration signifies Joy’s dedication to inclusivity and empowerment. Chief Marketing Officer Poulomi Roy echoes this sentiment, highlighting Shah Rukh Khan’s advocacy for gender equality as a key factor in the partnership.
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Excitement and Delight:
Expressing his enthusiasm for the association, Shah Rukh Khan commends Joy Personal Care for its progressive approach and commitment to shunning unrealistic beauty ideals. He eagerly anticipates embarking on this journey with the brand, endorsing its inclusive philosophy and thoughtfully crafted campaigns.
Social Impact and Advocacy:
Joy Personal Care has been a staunch advocate for social causes and inclusiveness, evident in its impactful campaigns such as “#JustEmpowerOne,” aimed at raising awareness and empowering survivors of acid attacks. Additionally, through partnerships with initiatives like the Gujarat Giants in the Women Premier League series, Joy actively challenges outdated perceptions and promotes cultural dialogue.
Celebrating Diversity and Beauty:
By rolling out an exciting rap music video featuring celebrity women cricketers and penning empowering lyrics, Joy Personal Care celebrates the distinctive beauty of every individual, transcending conventional beauty norms. Through these initiatives, the brand underscores its belief that skincare goes beyond gender, color, body size, and shape.
As Joy Personal Care continues its journey of empowerment and inclusivity, the collaboration with Shah Rukh Khan marks a significant milestone in the brand’s commitment to fostering positive societal change and celebrating diversity.
