JOY Personal Care, a prominent Indian home-grown personal care brand under RSH Global, has announced the iconic Shah Rukh Khan as the brand ambassador for their flagship face wash category. This strategic collaboration marks a significant milestone in the brand’s journey towards challenging beauty stereotypes and promoting gender equality.
The choice of Shah Rukh Khan as the face of JOY Personal Care’s face wash category is not incidental. Renowned for his vocal advocacy of women’s empowerment and inclusivity, Khan embodies the brand’s commitment to challenging societal norms and promoting a more inclusive definition of beauty. Sunil Agarwal, founder and chairman of Joy Personal Care (RSH Global), emphasizes the significance of this collaboration in expanding the brand’s market share within the face wash category, which accounts for approximately 2500 crore.
Poulomi Roy, the Chief Marketing Officer of Joy Personal Care (RSH Global), echoes this sentiment, highlighting the synergy between Shah Rukh Khan’s values and the brand’s ethos. She emphasizes the brand’s dedication to crafting campaigns that prioritize inclusivity and authenticity, shunning unrealistic beauty standards. The upcoming high-voltage campaign featuring Shah Rukh Khan will be unleashed across both television and digital media platforms, ensuring maximum reach and engagement.
Shah Rukh Khan expressed his excitement about the partnership, lauding JOY Personal Care’s progressive approach and commitment to inclusivity. His endorsement of the face wash category signifies a step towards normalizing conversations around beauty and self-care, transcending gender stereotypes.
In addition to the IPL collaboration, JOY Personal Care has further solidified its commitment to inclusivity by partnering with the Gujarat Giants as an associate sponsor for the Women Premier League series. This move goes beyond mere endorsement, representing the brand’s active engagement in challenging outdated perceptions and empowering individuals to pursue their passions freely, whether in beauty or sports.
Moreover, the brand’s recent release of a rap music video featuring celebrity women cricketers such as Mithali Raj, Harleen Deol, Sneh Rana, and Shabnam Shakil underscores its dedication to celebrating diverse forms of beauty and talent. Penned by Shikha Makan, the video is a powerful anthem for breaking barriers and embracing authenticity.