Joy Personal Care Signs Tamannaah Bhatia For Its Lotions And Creams
Joy Personal Care has appointed Tamannaah Bhatia as the face of its lotion and cream portfolio. The brand, from RSH Global, is running the association across television, digital and social media.
- Brand: Joy Personal Care, from RSH Global
- Face: Tamannaah Bhatia, for the lotion and cream portfolio
- Lead product: Honey & Almonds Deep Nourishing Body Lotion
- Campaign thought: "Beautiful by Nature"
- Media: television, digital and social
What Joy Personal Care Is Buying
Reach outside its stronghold. Joy is a mass skincare brand with deep distribution in the east, and body lotion is among the most price-led, most crowded shelves in Indian personal care. A national face is the standard move for a brand trying to be considered rather than merely available.
Poulomi Roy, chief marketing officer, said beauty has often been presented to women through a narrow lens, telling them how they should look and what they should aspire to be.
Sunil Agarwal, co-founder and chairman, said Joy has evolved from a homegrown skincare brand into a larger personal care player while staying true to what consumers value.
What The Ambassador Says
Bhatia said what she has always loved about beauty is that it can mean something different to each person.
The positioning is familiar territory for the category, which has spent several years moving from fairness claims to self-definition claims. What decides whether it lands is usually the work rather than the line, and the campaign is only now going out across television, digital and social.
More on the brand at joypersonalcare.com. More brands.