Joy Personal Care's latest product offering helps women fight off the heat
Sunscreens are no longer a luxury but a necessity in a tropical country like India and Joy Personal Care the largest sunscreen player in India with over 20% market share in terms of volume, has stepped forward once again to inspire Indian women to snub our society’s perception of beauty standards and reemphasize the message that the real beauty of a woman lies within and everyone is born beautiful.
Joy Personal Care from RSH Global - one of India’s leading personal care companies, 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 which went on air today morning, encourages women to embrace their inner self and rebuff public opinion regarding women’s beauty.
Joy Personal care has a range of natural based non-oily sunscreen products like Joy Hello Sun Sunblock and Anti Tan Lotion SPF 20 with Raspberry seed oil, Joy Hello Sun Sunblock and Anti Tan Lotion SPF 30 with Carrot seed oil & Chamomile extracts and Joy Hello Sun Sunblock and Anti Tan Lotion SPF 40 which has Papaya & Saffron extracts – all of which provide broad spectrum UVA + UVB protection.
Commenting on the campaign Poulomi Roy, CMO, RSH Global 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.”
The TVC has been produced by Kiss Flims.
Sikha Makan, Director, Kiss Films 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 protect 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”
Client: RSH Global
Brand: Joy Personal Care
Production House: Kiss Films
Cinematography: Paramvir Singh
Creative Director: Shikha Makan