MAM
Curry-Nation wins Borosil’s creative biz
MUMBAI: Borosil has awarded its creative duties to Curry- Nation following a multi-agency pitch.
The size of the account is estimated to be Rs 60-70 million.
Curry-Nation director Priti Nair said, “There exists an opportunity to carve a niche for the brand. And Borosil‘s equity in the market was an added advantage. It‘s a brand that we have grown up with and it makes me proud to be associated with its stature.”
Pannaswami added, “Glassware is usually seen through the paradigm of design. But there are so many more facets that are relevant in a consumer‘s life space which haven‘t been leveraged as yet. It is these consumer insights that we wish to leverage and reposition other glass brands in the market today.”
Borosil is a glassware company based in Gujarat, India. The company mainly produces laboratory glassware and microwavable kitchenware.
MAM
Joy Personal Care launches Hydra Refresh Gel summer campaign
Sanya Malhotra fronts TVC promoting 48-hour non-sticky hydration.
MUMBAI: Joy Personal Care just gave summer a cool new twist because when the heat is on and your skin is begging for relief, even the gel knows how to stay refreshingly light. Joy Personal Care, part of RSH Global, has rolled out a new summer television campaign for its Hydra Refresh Gel, featuring brand ambassador Sanya Malhotra. The campaign positions the lightweight, non-sticky formula as the perfect everyday solution for intense heat and fast-paced lifestyles, promising up to 48 hours of moisture.
The TVC depicts a relatable moment of heat-induced skin fatigue on a sweltering day. Sanya Malhotra appears with a refreshing presence, introducing the gel as a quick, comfortable fix that transforms discomfort into a feel-good experience. The narrative blends humour and realism, reinforcing the product’s ease of use and relevance during summer.
RSH Global co-founder and chairman Sunil Agarwal said, “As India braces for soaring temperatures and an intense summer ahead, the need for skincare that delivers effective, non-sticky hydration becomes even more relevant. Hydra Refresh Gel is designed to meet this need with a lightweight formulation that fits seamlessly into everyday routines.”
RSH Global chief marketing officer Poulomi Roy added, “While drinking more water is important, it doesn’t always translate into visible results on the skin. This campaign builds on that insight, bringing the product’s effectiveness to the forefront in a relatable way.”
Sanya Malhotra shared, “Working with Joy Personal Care has always been a truly enjoyable experience. What I really enjoy about the product is how effortlessly it fits into everyday routines, especially during the summer when your skin needs hydration without feeling heavy.”
The campaign, marking the product’s television debut, will be amplified across digital and social platforms to drive wider engagement during the summer season.
In a season where the sun shows no mercy, Joy Personal Care isn’t just selling a gel, it’s offering a cool, dependable companion that keeps skin happy without the sticky aftermath, proving that sometimes the best way to beat the heat is to keep things refreshingly simple.
