MAM

Joy Personal Care goes heavy on digital media marketing for Revive

It has brought Mithila Palkar on board as its brand ambassador

https://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2019/02/16/Joy_Personal_Care.jpg?itok=WHAlUaCT

MUMBAI: Joy Personal Care has always been different in its approach to marketing its products. Its advertisements tell stories that are worth listening to. Be it Bharti Singh’s body-positive ad, or Mouni Roy telling that beauty and brain make a combination not so rare; Joy has been pitch-perfect with its approach to target the new age woman.

With the launch of its new collections, Joy Revive, the brand is only looking forward to selling some more charming experiences. It has now roped in Mithila Palkar as the brand ambassador for its sunscreen from the Revive range along with the face wash for its Joy Personal Care Range. The web star who is known for her roles in series like Little Things, Mithila Palkar brings in a fresh youthful vibe to the brand.

Talking about the same with Indiantelevision.com, RSH Global (which own Joy Personal Care) CMO Poulomi Roy shared that bringing Mithila on-board was a strategic decision on the brand’s side for two prime reasons – one she is young and thus caters to the TG of Joy Revive, and second, she has a great influencer in her. She has the capability to influence the younger lot to buy things that are necessary for them.

Roy says, “Historically, the brand ambassadors of Joy have been a little different for us. We first think about what we want to communicate, what is the brand story, and then have a celebrity on board who can facilitate that for us. Today when we talk of celebrities, the definition has become very different. The bloggers, influencers, film actors, as well as television actors—everybody is a celeb till the time one has the power to influence. This girl does have that. Her journey has been unique. She represents a part of the youth, which will form a very big part of the population.”
Mithila also shares her views on getting associated with Joy. She says, “I know that it is a homegrown brand and that is something that I endorse in real life. Also, the pigments in its sunscreen are natural. Its face wash is fruit-based and personally, I love everything that is fruity or sweet smelling. And that all that had me sold to the brand (chuckles).”

She adds, “Also, Joy doesn’t try to ‘accentuate’ your beauty. It promotes that you are ‘beautiful by nature’. It just restores the beauty you have. And that’s something very beautiful and special.”
With the brand catering to a slightly younger population that Joy Personal Care and having Mithila, who is a digital media star, on board, the brand is also working on improving its media planning strategies. The brand usually had more than 70 per cent of its budget allocated to TV ads earlier but is now shifting the focus towards improving its digital presence.

Roy shares, “Digital is going to be very big for us in 2019 as a mandate. We will have a good 25 per cent spend on digital but it will be wrong to benchmark it right now. It is for the first time that we are going this big on digital. So, we are going to make spends this year and next year we will again look at our budgeting. We will figure out what worked for us, and then we will set the benchmark for funds at the optimal level of spends.”

She adds, “Brands that have to successful have to have cultural relevance. With digitalisation, the cultural game online has completely changed. There are a lot of sub-cultures that now lie in the digital space. As a brand, we need to understand and fit in the sub-cultures that are relevant to us. While we clearly know who our target audience is and which aspects of the marketing we are looking at, we still need to be very careful about our media planning.”

Latest Reads

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/06/12/Yuvraj_Singh.jpg?itok=yL3xgm8X
Yuvraj Singh's endorsement value might slip post-retirement from international cricket

After a glittering career of 25 years, ace cricketer Yuvraj Singh announced his retirement from international cricket on 10 June. The stylish southpaw has been one of the most promising performers on-field and has had an equally challenging off-field journey as well given his fight with cancer.

MAM Media and Advertising People
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/06/11/sbi.jpg?itok=77v9XLMa
SBI Life launches #PapaHainNa - MeraPapaFormula campaign for Father’s Day

SBI Life Insurance, one of the most trusted private life insurers in the country, today launched an interaction led campaign #PapaHainNa - MeraPapaFormula in the lead up to Father’s Day.

MAM Media and Advertising Ad Campaigns
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/06/11/one8.jpg?itok=WAnK5mI2
Golden shoes on the cricket pitch for the first time

PUMA announced the launch of a special collector’s edition PUMA one8 cricket shoes - A tribute to team India’s prolific captain and PUMA ambassador, Virat Kohli.

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/06/11/ease.jpg?itok=v_-QHxwE
EaseMyTrip expands its footprint in UK Market

EaseMyTrip.com, (EMT) one of the leading players in the Online Travel Aggregators segment has expanded its footprint into the UK Market.

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/06/11/isobar.jpg?itok=Pgyxo2ey
Isobar India elevates Shekhar Mhaskar as Chief Growth Officer

Isobar, the digital agency from Dentsu Aegis Network, a global media, and marketing communications conglomerate, has elevated Shekhar Mhaskar to Chief Growth Officer.

MAM Media and Advertising People
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/06/11/zippo.jpg?itok=-zsH8R2S
Celebrate Father’s Day by adding a Zippo spark to your father’s life

A Father is a son’s first hero and a daughter’s first love. Nothing can even come close to what a father does for his kids.

MAM Marketing Brands
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/06/11/godrej.jpg?itok=tDIpeyTx
Iss Cricket World Cup Mei Tension Se Baal Safed? Godrej Expert Rich Crème Hair Colour Thinks Otherwise

Cricket World Cup 2019, the biggest global cricketing event, is finally here. Cricket-crazy people in India are all set to take the world cup fever to another level with hopes from team India winning the global recognition once again.

MAM Marketing Brands
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/06/11/tyka.jpg?itok=ikDSNls1
TYKA becomes an official kit partner for Euro T20 Slam

Renowned sportswear and sports equipment brand TYKA has become an official kit partner for the Euro T20 Slam that is going to take place in The Netherlands, Scotland and Ireland from 30th August – 22nd September, 2019.

MAM Marketing Brands
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/06/11/santosh.jpg?itok=mL4Yeve8
Mercedes-Benz appoints Santosh Iyer as the head of sales and marketing for India

India’s largest luxury car maker Mercedes-Benz India today, announced an organizational change in its Sales & Marketing function effective from 1st July, 2019.

MAM Media and Advertising People

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories