Tamannaah Bhatia has added a new beauty association to her portfolio, becoming the face of Joy Personal Care’s lotion and cream category. The partnership will be fronted by the brand’s flagship Honey & Almonds Deep Nourishing Body Lotion and will roll out across television, digital platforms and social media.
The association comes as Joy Personal Care looks to strengthen its presence in the lotion and cream segment while connecting with a new generation of consumers. According to the brand, the partnership also builds on the established presence of its Honey & Almonds Body Lotion.
Sunil Agarwal, Co-founder and Chairman of Joy Personal Care (RSH Global), said the collaboration marks an important step as the brand expands its presence in the category. He added that the company aims to bring together quality, relevance and affordability for Indian consumers.
The campaign also ties into Joy Personal Care’s “Beautiful by Nature” philosophy. Rather than focusing on a single definition of beauty, the brand says the platform is about celebrating individuality and encouraging women to feel comfortable in their own skin.
Poulomi Roy, Chief Marketing Officer, Joy Personal Care (RSH Global), said Tamannaah’s individuality and personal journey made her a fitting choice to bring the campaign’s message to life.
For Tamannaah, the association is rooted in a similar idea. Speaking about the partnership, she said her understanding of beauty has evolved over the years, with greater emphasis on enjoying the journey rather than chasing perfection.
With Tamannaah at the centre of its latest campaign, Joy Personal Care is bringing its lotion and cream portfolio into a new phase, combining its established products with a message focused on individuality and everyday confidence.