“With Joy Mineral Sunscreen, we have first-mover advantage in the mass segment”

RSH Global, under the aegis of its brand Joy, recently added to its bouquet of skincare products with the launch of Joy Mineral Sunscreen with natural chemical-free SPF. The personal care company has also rolled out an integrated campaign to support the launch, featuring its newly appointment brand ambassador, actor Mithila Palkar.

Poulomi Roy, Chief Marketing Officer, RSH Global, has been instrumental in revamping the strategy for Brand Joy. She manages brand communication across platforms – ATL, Print, Radio, Outdoor, BTL, activations, events and sponsorships.

Also read: Joy ropes Mithila Palkar as its brand ambassador for the Sunscreen category

On the choice of Mithila Palkar as the new brand ambassador, Roy told Adgully that Palkar’s biggest strength is that she is aspiring and relatable. “We wanted somebody who connects with the working young tribe of the Indian population. Some of the roles that she has aced and is recognised for are on similar lines and that is what makes this association seamless and meaningful,” Roy added.

Elaborating on the core target audience for the brand, Roy said that it comprised females in the age group of 20 to 35 years, who are conscious about skincare and need skin protection daily. The brand will primarily focus on West, North and East India markets.

When asked about the competition in the market and how Joy plans to create differentiation, Roy replied, “Our innovative product offering in sunscreen makes our product a preferred choice. A mineral sunscreen with natural SPF is the safest sunscreen for your skin, however, this kind of product formulation is available in only high-end brands. Our R&D team has worked very hard to bring this offering to the mass segment. We are very happy and satisfied with the launch of this product and we are certain that this will be the future of sunscreen and we will have a first-mover advantage in the mass segment.”

As far as the media strategy is concerned, Joy will be looking at digital and social media push for this campaign.

While acknowledging that the supply chain has been a challenge for everyone, Roy said that the company has taken steps to strengthen its e-commerce and online channels.