afaqs! news bureau

SRK joins Joy Personal Care as brand ambassador for face wash category

Khan will be endorsing the flagship product, JOY Lemon Face Wash, alongside Sanya Malhotra during IPL 2024.

Joy Personal Care, the Indian home-grown personal care brand, under the aegis of RSH Global, announces its collaboration with the iconic Shah Rukh Khan as the brand ambassador for the face wash category of Joy Personal Care.

JOY Lemon Face Wash, amongst the flagship products of the company will be endorsed by SRK, alongside Sanya Malhotra, who has been the brand’s ambassador since the past year. The star duo, Shah Rukh Khan and Sanya Malhotra, will be featured in the upcoming commercial of the brand that is set to be launched during the IPL 2024. Leveraging its two-year partnership as an associate sponsor of the Kolkata Knight Riders, Joy Personal Care aims to maximise visibility and impact during the event.

Joy Personal Care's dedication to gender equality and inclusivity mirrors the values upheld by its brand ambassador, SRK. Renowned for his vocal support of women's empowerment, SRK has captured the hearts of women across generations. This shared ethos makes this collaboration a powerful conduit for spreading the brand's message far and wide.

Commenting about the association Sunil Agarwal, founder and chairman, Joy Personal Care (RSH Global), expresses, "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.”

Poulomi Roy, chief marketing officer, Joy Personal Care (RSH Global), further commented, “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."

Commenting on the association, SRK said, “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 prioritises inclusivity in its thoughtfully crafted campaigns. I'm eager to embark on this exciting journey with them."

The brand has partnered with Gujarat Giants this year, as an associate sponsor for the Women Premier League series. Through the collaboration with the Gujarat Giants, Joy is not just endorsing a sports team but actively engaging in a cultural dialogue, challenging outdated perceptions where individuals are free to pursue their interests, whether in beauty or sports, without conforming to limiting stereotypes.

Additionally, the brand has released a rap music video featuring the celebrity women cricketers- Mithali Raj, Harleen Deol, Sneh Rana, and Shabnam Shakil which is penned by Shikha Makan.

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