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HomeThink TankCampaign DissectionSRK Appointed Brand Ambassador for Joy Personal Care Face Wash Range

SRK Appointed Brand Ambassador for Joy Personal Care Face Wash Range

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RSH Global’s Joy Personal Care, a leading Indian personal care brand, proudly unveils its partnership with the legendary SRK as the face wash category’s brand ambassador.

SRK Appointed as the Brand Ambassador for Joy Personal Care face wash

Brand Ambassador Announcement:

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

Product Endorsement:

SRK will endorse JOY Lemon Face Wash, the company’s flagship product, alongside Sanya Malhotra during IPL 2024.

Commercial Launch:

The upcoming brand commercial featuring SRK and Sanya Malhotra is set to debut during IPL 2024, leveraging Joy Personal Care’s two-year partnership with the Kolkata Knight Riders.

Brand Values and Equality:

Joy Personal Care’s commitment to gender equality resonates with SRK’s advocacy for women’s empowerment, making this collaboration a potent vehicle for spreading the brand’s message.

Also Read: Ogilvy and Cadbury came up with Shah Rukh Khan-My-Ad – Agency Masala

Sports Sponsorship:

In addition to IPL, Joy Personal Care has partnered with Gujarat Giants as an associate sponsor for the Women Premier League, engaging in a cultural dialogue and challenging stereotypes.

Music Video Release:

The brand has unveiled a rap music video featuring celebrity women cricketers Mithali Raj, Harleen Deol, Sneh Rana, and Shabnam Shakil, with lyrics by Shikha Makan.

What do experts have to say about this campaign?

Sunil Agarwal

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.”

Poulomi Roy

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.”

Also Read: Tata Soulfull new TVC campaign #NoJunkChocolateyCrunch – Agency Masala


In conclusion, Joy Personal Care’s partnership with Shah Rukh Khan as the face wash category’s brand ambassador marks a significant stride in its journey to redefine beauty standards and promote gender equality. With the endorsement of flagship product JOY Lemon Face Wash alongside Sanya Malhotra during IPL 2024, the brand maximizes its visibility and impact, supported by its association with the Kolkata Knight Riders and the Gujarat Giants. Through powerful collaborations, engaging commercials, and inclusive initiatives like the rap music video featuring celebrity women cricketers, Joy Personal Care not only celebrates individuality but also champions societal progress, inspiring consumers to embrace their unique beauty while breaking free from conventional stereotypes.

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