Joy Personal Care, the Indian home-grown personal care brand, under the aegis of RSH Global, has onboarded Shah Rukh Khan as its brand ambassador for the face wash category.
Joining Sanya Malhotra who had been appointed as the brand’s ambassador last year, he will be endorsing JOY Lemon Face Wash and other flagship products of the company.
The celebrity duo of Malhotra and Khan will also be featured in the upcoming commercial of the brand which is set to be launched during the upcoming IPL 2024 as Joy Personal Care has signed a two-year deal as an associate sponsor of the Kolkata Knight Riders and is aiming to maximize visibility and impact during the high-profile event.
Being an advocate for social causes and inclusiveness, the brand has also partnered with Gujarat Giants this year, as an associate sponsor for the Women Premier League to actively engaging in a cultural dialogue and challenge outdated perceptions where individuals are free to pursue their interests, whether in beauty or sports, without conforming to limiting stereotypes.
That being said, the brand’s conviction also lies in the fact that skincare goes beyond gender, colour, body size, and shape, to celebrating the distinctive beauty of every individual and challenging and transforming conventional beauty norms.
Renowned for his vocal support of women’s empowerment, Khan has captured the hearts of women across generations and therefore, this shared ethos makes the collaboration a ‘powerful conduit’ for spreading the brand’s message far and wide.
As per the brand, he also mirrors the brand’s values and dedication to gender equality and inclusivity.
Commenting about the association, Sunil Agarwal, Founder and Chairman, Joy Personal Care (RSH Global), said, “With the face wash category accounting for approximately 2500 crore, this collaboration signifies our commitment to making a measurable impact by expanding our market share within the category. Moreover, Shah Rukh Khan‘s influential presence in our nation will enable us to connect with audiences across the length and breadth of the country.”
To this, Poulomi Roy, Chief Marketing Officer, Joy Personal Care (RSH Global), added, “Mr. Khan is an iconic figure renowned for his vocal advocacy for gender equality and inclusivity. He shares a synergy in his values with our brand. Furthermore, we have been associated with KKR for the past two years and this year, with Mr. Khan coming on board for our face wash category, we will be launching a high-voltage campaign featuring him. The campaign will be leveraged through both TV and digital media, ensuring maximum reach and engagement.”
Sharing his excitement on the association, Khan also mentioned, “I am delighted to partner with Joy Personal Care as the brand ambassador of the facewash category. It’s a progressive brand, with a refreshing approach that shuns unrealistic beauty ideals and prioritizes inclusivity in its thoughtfully crafted campaigns. I’m eager to embark on this exciting journey with them.”
