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.”