Joy Personal Care under RSH Global, launched a refreshed campaign for its Skin Fruits Moisturising Cream, featuring actor Sanya Malhotra.
The TVC shows a playful family scenario with a modern take on the traditional bride-seeing moment. When the prospective groom’s mother asks Sanya about her talents in a typical middle-class home, Sanya surprises everyone by turning the room into an influencer-style shoot. With her parents helping set up a tripod, LED lights, and a mobile camera, she demonstrates Joy Skin Fruits Moisturising Cream, giving a quirky and engaging review. Sanya highlights her authentic reviews, promoting only OG products that deliver results. The fun interaction leaves the groom’s family surprised, while Sanya confidently showcases Joy’s promise.
The TVC concludes on a high-energy note with the family dancing together, as the brand message shines through: Joy Beautiful by Nature. The film will be amplified across television, YouTube, social media, and other digital platforms.
Sunil Agarwal, Co-founder and Chairman of RSH Global, said: “Joy Skin Fruits Moisturising Cream has always been more than just a product, it is a part of households that has consistently delivered on its promise of nourishment and trust. It enjoys a strong consumer demand and loyalty, which speaks volumes about its efficacy. With this new TVC, we wanted to highlight the product’s timeless relevance in a fun, contemporary way while staying true to our brand’s ethos. As a home grown brand we see it as our responsibility to nurture such legacy products, ensuring they remain meaningful for evolving consumer needs. This reintroduction celebrates a product that has stood the test of time, reinforcing Joy’s position in the skincare category while strengthening its connection with consumers.”
Poulomi Roy, Chief Marketing Officer of RSH Global, added, “Consumer preferences in skincare are becoming more fragmented, with younger audiences prioritizing authenticity, effectiveness, and simplicity. Joy Skin Fruits Moisturising Cream, known for its deep moisturisation has been a trusted choice for years. Bringing it back into the spotlight with Sanya Malhotra lends a fresh, contemporary perspective. Having collaborated with Sanya before, we know her relatability and authenticity resonate strongly with today’s consumers, especially Gen Z, who admire her individuality and confidence. This campaign bridges our legacy with the aspirations of a new generation, reaffirming Joy as a brand that evolves while staying true to its roots.
Sanya Malhotra shared her excitement, “I’m thrilled to be a part of another exciting campaign for a brand I truly admire. Joy Skin Fruits Moisturising Cream has been a trusted part of Indian households for years. I’ve always loved using the product for the deep moisturisation it provides, and shooting this campaign was a lot of fun, the playful twist in the film gives it a fresh, lively feel.”
