MAM
Smirnoff relaunches with new logo, ad campaign
CONNECTICUT: Premium drinks company Diageo has announced the relaunch of one of its most recognisable icons Smirnoff. Later this year the vodka brand Smirnoff, flavoured vodka drink Smirnoff Twist, Smirnoff Ice and Smirnoff Ice Triple Black will surface with a bold new look.
An official release informs that Smirnoff will unveil an advertising and public relations campaigns focused on communicating the quality and strength of the brand to consumers. The campaign will kick off first in the US.
The new look reiterates the high quality of this historic vodka. The old red packaging and logo convey the premium attributes of the brand to adult consumers. Today’s consumers are increasingly interested in products that communicate both ‘style’ and ‘quality’. The new look is targetted at a slick and hip set of adults.
The advertising campaign Neat will be launched next October. The centerpiece of the campaign is the new sleek bottle accompanied by an olive, a twist or a shot glass, conveying the message to consumers that this premium spirit can be enjoyed by itself — neat. The television and print campaign will be seen across the US.
In addition to the Neat campaign, the first stage of the global initiative will be heavily promoted in the US through integrated marketing efforts. Such tactics will include on- and off- premise promotions, extensive public relations activities, and various non-traditional marketing tactics. All of these are aimed at effectively communicating the premium quality of the Smirnoff trademark the release adds.
MAM
Joy Personal Care rolls out Ubtan Face Wash TVC with Shah Rukh Khan
New film pairs star power with simple skincare pitch for summer glow
MUMBAI: Joy Personal Care has unveiled a new television commercial for its Ubtan Face Wash, bringing together Shah Rukh Khan and Sanya Malhotra in a light-hearted campaign aimed at simplifying everyday skincare choices.
The film, which marks the product’s television debut, is set in a retail environment where Malhotra is seen navigating a shelf full of options before Khan steps in with his trademark charm to offer a fuss-free solution. The narrative leans on humour and relatability, turning a routine purchase into a playful exchange.
At its core, the campaign promotes the brand’s ubtan-based formulation, which blends traditional ingredients such as turmeric, saffron and sandalwood to address common summer concerns like tanning and dullness. The messaging keeps things simple, positioning the product as an easy addition to daily routines rather than a complicated skincare step.
RSH Global co-founder and chairman Sunil Agarwal said, “As summer sets in and exposure to sun and heat intensifies, skincare concerns like tan and dullness become more pronounced. Consumers today are looking for solutions that deliver visible results while remaining easy to incorporate into daily routines.”
Echoing the consumer-first approach, RSH Global chief marketing officer Poulomi Roy said, “Through this campaign, we have brought that insight to life in a simple and engaging way, showing how Joy Ubtan Face Wash makes traditional skincare easy and effective. Shah Rukh Khan and Sanya Malhotra add relatability and charm, helping the product connect more strongly with audiences.”
Sharing his experience, Shah Rukh Khan said the campaign stood out for its simplicity and everyday appeal, while Sanya Malhotra highlighted the natural chemistry and playful tone of the shoot.
The campaign will be amplified across television, digital and social platforms, signalling a wider push as the brand looks to strengthen its position in the competitive face wash segment.
Part of RSH Global, Joy Personal Care continues to build visibility through celebrity-led campaigns and sports partnerships, including associations with Kolkata Knight Riders, Delhi Capitals and Gujarat Giants.
With familiar faces, a breezy storyline and a focus on everyday concerns, the latest campaign keeps things straightforward. In a crowded skincare aisle, sometimes the easiest answer is also the most effective one.
