Joy Personal Care, a skincare brand owned by RSH Global, has named Bollywood actress Disha Patani as its new brand ambassador for India’s sunscreen category. The brand has also launched a new range of sunscreen products and a campaign introducing Patani and the products. The campaign will be promoted across various digital and social media channels, and a TV commercial featuring Patani will be released during the men’s T20 cricket league.
According to Sunil Agarwal, chairman of RSH Global, the aim of strengthening their sunscreen category is to consolidate their position in the Indian personal care market by offering high-quality sun protection products that are effective and affordable. The chief marketing officer of the firm, Poulomi Roy, expressed her happiness with the new partnership and believes that Patani’s energy and enthusiasm will help them create an engaging campaign.
Disha Patani, who is thrilled to join the Joy family, believes that protecting one’s skin from the sun’s harmful rays is essential. She is confident that Joy’s natural sunscreen products, which cater to all skin types, will help everyone remain safe and enjoy the sun.
India’s advertising market is expected to grow significantly, with projected growth rates of 15.2% in 2023 and 15.7% in 2024, the highest in the world. A report by Dentsu titled ‘Global Ad Spend Forecasts’ states that the Indian advertising market will hit $11.1 billion in 2022, with digital advertising leading the growth at 31.6% and television ads expected to increase at 14.5%.
Joy Personal Care’s partnership with Disha Patani and the launch of its new sunscreen range is a strategic move to capitalize on the growing Indian advertising market. With the projected growth rates and an increase in consumer awareness about skincare, it will be interesting to see how Joy’s latest campaign and product range perform in the market.