How Joy Personal Care is driving women’s empowerment in sports and society

Joy Personal Care, a brand renowned for its commitment to inclusivity, partnered with Gujarat Giants in the Women’s Premier League series. Poulomi Roy, Chief Marketing Officer, Joy Personal Care (RSH Global), sheds light on the motivations behind this strategic partnership and the brand’s commitment to women’s empowerment.

Roy explains, “As a brand, we have been advocates for inclusivity and diversity. Through our collaboration with the Gujarat Giants, Joy is not only endorsing a sports team, but also actively engaging in a cultural dialogue. We are challenging outdated perceptions and encouraging a more inclusive narrative, where individuals are free to pursue their interests, whether in beauty or sports, without conforming to limiting stereotypes.”

“The decision to sponsor the Gujarat Giants aligns seamlessly with Joy Personal Care’s core values and commitment to women’s empowerment,” Roy emphasises, adding, “It is aimed at encouraging women to break free from societal constraints and actively participate in sports. By endorsing this league, we hope to inspire a shift in perceptions, demonstrating that sports and beauty can coexist harmoniously.”

Furthermore, Roy discusses how Joy Personal Care plans to leverage this collaboration to promote gender equality in sports and beyond. “Our commitment to breaking beauty stereotypes and promoting inclusivity has remained steadfast,” she states. “This dedication has been evident in all our past communications as well, such as our #BeingEqual campaign, which aimed to shed light on the gender inequalities faced by women in sports.”

Roy cites collaborations with individuals like Sushant Divgikar, a transgender model, as examples of Joy Personal Care’s commitment to embracing individuality and challenging societal norms. “We firmly believe that it is imperative for brands to take the lead in fostering better representation of gender roles,” she asserts.

When asked about the decision-making process behind selecting the Gujarat Giants as a partner, Roy explains that the team’s exceptional players and mentors embody values of diversity, inclusivity, and empowerment that resonate with Joy Personal Care’s mission.

In terms of measuring the success of the partnership, Roy outlines key performance indicators such as top-of-mind recall and engagement on social media platforms. “Our KPIs for measuring the success of our partnership are top-of-mind recall, being a part of relevant conversation and engagement on social media platforms,” she notes. “Engagement in our campaign is a testimony to the fact that we are a part of relevant conversations and breaking stereotypes in a significant way.”

Looking towards the future, Roy emphasises Joy Personal Care’s commitment to remaining true to its values and continuing to promote women’s empowerment. “We envision our brand to remain true to our values and our narrative to break stereotypes and promote gender equality,” she states. “As all of us are aware, India is going to become a 5 trillion economy in the future. We believe that women will come to the forefront and play a significant role in the growth of our country.”

In conclusion, Roy envisions that the partnership between Joy Personal Care and the Gujarat Giants will influence perceptions of beauty and athleticism among consumers, particularly in the context of gender norms and societal expectations. “We have thoughtfully designed our communication plan related to our association with Gujarat Giants,” she concludes. “Our goal is to reach out to people and provoke thoughts on gender equality and stereotypes.”

As Joy Personal Care looks ahead, Roy hints at future collaborations and initiatives aimed at continuing its support for women’s empowerment and gender equality in sports and society. “We would continue our efforts in the sphere of women’s empowerment,” she reveals. “It may involve launching different legs of our Just Empower One route. It can be through our CSR activities too. We are still exploring multiple directions for the upcoming financial year and hope to come up with exciting initiatives.”