Joy Personal Care encourages women to fend off societal pressures this summer

The TVC has been produced by Kiss Films

MUMBAI: Joy Personal Care from RSH Global has kick-started this year’s summer campaign with a TVC to promote Joy Hello Sun - the sunscreen range of products with natural extracts. The TVC encourages women to embrace their inner self and rebuff public opinion regarding women’s beauty. The TVC has been produced by Kiss Films.

Commenting on the campaign, RSH Global CMO Poulomi Roy said, “Sunscreen in India is largely promoted as a solution to avoid getting tanned or dark skin, whereas the intention should be to highlight the damaging effects from exposure to the sun’s ultraviolet (UV) rays. At the same time, for today’s increasingly knowledgeable consumers, simply choosing SPF is no longer the only consideration , things like broad spectrum protection & PA + while deciding which sunscreen to purchase. They are looking for customized solutions as per the age and gender. Also encouraging women to embrace their inner beauty has always been the core of whatever we do. We understand the societal pressures that Indian women have to face and Joy Personal Care has always tried to be a crusader against the stereotypes. With this latest TVC, we are confident that our message that the real beauty of a woman lies within will resonate with everyone.”

Kiss Films director Sikha Makan said, “It was a wonderful experience to work with the Joy team. The shoot was fun, as Mouni is an amazing collaborator. The script has a very simple but important point to make - joy sunblock lotion is not about fairness or desirable femininity, the way most other creams ads in this category are presented. It does the job that a sun block ought to do - that is protecting the skin against harsh sun, giving a woman the confidence to stay carefree! And so as we shot outdoors under a real scorching sun the attitude of ‘Joy’ kept us going.”

Latest Reads
JK Super Cement announces association with Dabang Delhi as Team Title sponsor in Pro Kabaddi League 2019

MUMBAI: JK Super Cement, India’s premier grey cement brand today announced its association with Dabang Delhi as the team title sponsor for the Pro Kabaddi League 2019. Under this partnership, the team players will endorse the brand and sport the JK Super Cement brand logo on their jerseys in all...

MAM Marketing MAM
Magicbricks signs Ayushmann Khurrana & Kriti Sanon as brand ambassadors

MUMBAI: Magicbricks, India’s No.1 property site, today announced that it has signed up Bollywood actors Ayushmann Khurrana and Kriti Sanon as its brand ambassadors. The two popular actors will feature in various Magicbricks' campaigns in the future. At a time when the brand is delivering strong...

MAM Marketing Brands
Flying Machine launches F-Lite collection in collaboration with BBoying champ Arif Chaudhary

MUMBAI: Tonic Worldwide, an independent digital agency, has launched a campaign to introduce F-Lite, the latest collection from the popular denim wear brand Flying Machine, in collaboration with the reigning Indian BBoying champ, Arif Chaudhary.

MAM Marketing Brands
Consumer Confidence of Indians ebbs in August 2019: Thomson Reuters-Ipsos PCSI

MUMBAI: Consumer Confidence of Indians has dropped by 3.1 percentage points in August 2019, according to the latest India Primary Consumer Sentiment Index (PCSI),as measured by Thomson Reuters in partnership with Ipsos. This downward slide in PCSI has been continuous since May 2019, barring a...

MAM Marketing MAM
Perfetti Van Melle India expands Center fresh brand portfolio with launch of Center fresh 3 Layer Gum

MUMBAI: In 2019, Center fresh - the iconic chewing gum brand from Perfetti Van Melle, celebrates its 25th anniversary in India. And in this milestone year, the brand has launched a new innovative product - Center fresh 3 Layer gum.

MAM Marketing MAM
From menstrual hygiene to career counselling; Lodestar UM concludes another satisfying chapter of Impact Day

MUMBAI: Giving back to the society is an integral part of Lodestar UM. So every year the agency shuts its offices on a work day and every employee engage in philanthropic work across Mumbai, Delhi and Bengaluru. This year from educating destitute women on menstrual hygiene to helping children in...

MAM Marketing MAM
La Pegasus Polo renews partnership with the Campeonato Argentino Abierto de Polo

MUMBAI: Sanjay Jindal founded and Mumbai based La Pegasus Polo, one of India’s upcoming premier Polo establishments, today announced the renewal of its partnership with the Campeonato Argentino Abierto de Polo (Argentine Open Polo Championships 2019), and widely considered the world’s greatest Polo...

MAM Marketing MAM
OZiva, India's first clean-label active nutrition brand launches a #MyPCOSStory Campaign

MUMBAI: OZiva, India’s first clean-label active nutrition brand developing natural, plant-based nutritional products, recently announced the launch of its #MYPCOSStory campaign. The campaign will be on during the entire month of September, which is also the PCOS awareness month. It is aimed at...

MAM Media and Advertising Ad Campaigns
Ayushmann Khurrana and Radhika Apte join Daniel Wellington's global campaign #DWMoments

MUMBAI: Daniel Wellington, the globally renowned watch and accessories brand, known for its detail-oriented and sleek design, recently launched a new brand campaign called #DWMoments. The Moments campaign is based on in-depth interviews with influential people from across the globe, letting them...

MAM Media and Advertising Ad Campaigns

Sign up for our Newsletter

subscribe for latest stories