Joy Personal Care, the personal care brand under RSH Global, proudly reveals Sushant Divgikar as the brand ambassador for its premier winter product, Honey & Almonds Body Lotion. Sushant, a versatile actor, singer, performer, and model, proudly identifies as a trans person.
Sushant Divgikar as the brand ambassador of Joy Personal Care
Joy Personal Care, a homegrown personal care brand under RSH Global, proudly announces Sushant Divgikar as its brand ambassador. The appointment is specifically for the flagship winter product, Honey & Almond Body Lotion. In conjunction with this announcement, the brand unveils a digital video commercial that champions equality, challenges conventional beauty norms, and underscores the brand’s core philosophy of ‘Beautiful by Nature.’ Sushant Divgikar, a renowned actor, singer, performer, and model who identifies as a trans person, takes center stage in the campaign, lending support to the LGBTQ community.
Also Read: Top Indian LGBTQ influencers on Instagram breaking stereotypes
The digital video commercial emphasizes a message of openness and diversity within the beauty landscape, asserting that genuine beauty transcends societal expectations and gender norms. Highlighting the nourishing qualities of Joy’s Honey and Almond Body Lotion, the video showcases these ingredients’ cultural significance in Indian tradition. The campaign, extensively promoted on digital platforms, social media, and through influencer marketing, aims to reach a broad and diverse audience, spreading the message of authentic beauty. The video concludes with the tagline, ‘Joy Beautiful by Nature.’
What do experts have to say about this campaign?
Speaking about this association Sunil Agarwal, chairman, RSH Global said,“The winter season is of utmost importance to every personal care company, and for our flagship product, Honey & Almond body lotion, this season becomes even more prominent.Honey and almonds body lotion have proven their enduring relevance, standing the test of time and maintaining their popularity alongside modern specialized skincare routines. And for this flagship product, we really wanted to showcase unique perspective with having partnership with Sushant, which not only signifies our dedication to support transgender community, but also breaks the preconceived notion towards beauty. At Joy Personal Care, with this campaign, we aim to make quality skincare accessible to everyone, regardless of their background or identity.”
Poulomi Roy, chief marketing officer at RSH Global, added “Bringing Sushant Divgikar on board aligns perfectly with our core thought of inclusivity, where the key focus is to emphasize that skincare is accessible to all individuals, regardless of their identity. The DVC encompasses inclusivity and breaks the preconceived notion, further reshaping our perspective on beauty by welcoming everyone and transforming the way we think about it. And we hope this campaign resonates with the idea that skincare don’t differentiate between genders, colour, body size or shape and that it is deeply ingrained with the idea of embracing each individual. Now is the opportune moment for a mass brand to embrace the responsibility of representing the transgender community in the personal care space. We recognize that the moment has arrived for each of us to collectively champion the integration of the trans-community into the fabric of the mainstream narrative. In our country, advertisements and brands have perpetuated stereotypical beauty standards for years. Therefore, there is an imperative for advertisers to make a conscious choice and embrace inclusivity.”
Sushant Divgikar, said, “I am absolutely delighted to partner with JOY Personal Care in encouraging the message that beauty knows no boundaries through this DVC. This collaboration represents a significant stride in ensuring visibility and recognition for people irrespective of their gender, while the DVC actively works on reducing the stigmatization and stereotypes associated with our community. It instils hope in our hearts and is an honour to represent a brand that cherishes diversity and self-expression.”
Also Read: Best LGBTQ+ Ad campaigns celebrating Pride
Conclusion
In conclusion, Joy Personal Care’s choice of Sushant Divgikar as the brand ambassador for its flagship winter product, the Honey & Almond Body Lotion, marks a significant step towards inclusivity and breaking conventional beauty stereotypes. The digital video commercial not only showcases the nourishing properties of the product but also sends a powerful message of embracing diversity and challenging societal norms. Sushant Divgikar’s presence in the campaign not only adds star power but also lends a genuine voice to the promotion of equality, especially for the LGBTQ community. As we witness the beauty industry evolving, Joy Personal Care’s commitment to authenticity and promoting beauty that goes beyond traditional standards is both commendable and inspiring. The campaign not only promotes a product but also advocates for a broader definition of beauty, making a positive impact on the industry and society at large. With ‘Joy Beautiful by Nature’ as its tagline, the brand encourages everyone to embrace their unique beauty, reinforcing the idea that beauty is, indeed, for everyone.
