MAM
Kriti Sanon brings focus on desi Ingredients in Joy Personal Care’s new campaign
Mumbai: Joy Personal Care, an Indian skincare brand from the aegis of RSH Global has announced a new campaign for its winter-care product Honey & Almonds body lotion. The newly launched TVC featuring Kriti Sanon emphasises the importance of the two main desi ingredients, honey, and almonds in skincare products.
Bengali actor Mimi Chakraborty will be seen endorsing the same campaign, targeted at the Bengal market.
With this campaign, Joy Personal Care highlights the need for embracing desi ingredients and not looking at the West for answers to personal care needs. It aims to break the stereotype that products with ingredients from the west are of superior quality. Indians have a specific skin type that is accustomed to Indian weather conditions. Hence, relying on ingredients sourced from our own country is not only best suited for the Indian skin but is also highly nourishing in nature.
RSH Global chief marketing officer Poulomi Roy said, “Honey and Almonds hold a special place in Indian culture and households due to their immediate relation with ‘nourishment.’ Through this campaign, we break another stereotype that exists in beauty and personal care – ‘not everything exotic and westernised is superior for the skin’. As the movement for supporting local products and ingredients gains more momentum by the day, we believe our audiences will resonate with the idea.”
“With the winter season just around the corner, our skincare routine and product with nourishing components becomes an important consideration. Two such ultimate desi ingredients that stand for purity, nourishment and are intrinsic to every Indian are honey and almonds,” said Sanon.
RSH Global chairman Sunil Agarwal said, “Honey & Almonds body lotion is our flagship product and is loved by our customers as well. Kriti and Mimi are beloved faces in their industries and will help us drive the message of using desi ingredients. With life returning back to normalcy, we are expecting demand to be strong in this category during the upcoming winter season.”
Brands
Abhinav Rastogi named global marketing director for YouTube Shopping
Google veteran to scale creator commerce and expand shopping across global markets
SINGAPORE: Abhinav Rastogi has stepped into a new role as global marketing director for YouTube Shopping, marking the latest chapter in a more than decade-long career at Google.
Rastogi, who took on the position in February and is based in Singapore, will lead global marketing for YouTube Shopping, a platform designed to connect creators, viewers and merchants in a single ecosystem. His remit includes expanding the service into new markets and strengthening its positioning as a growth channel for both creators and brands.
In a reflective note on the transition, Rastogi pointed to a simple but powerful idea driving the role. For years, creators have quietly built trust with audiences through consistent and authentic content, and that trust often shapes purchasing decisions. What is changing now, he said, is the infrastructure around that behaviour. YouTube Shopping aims to make it easier for viewers to discover and buy products recommended by creators they already follow.
The scale is already significant. More than half a million creators have joined the programme, with recent expansion into Japan through a partnership with Rakuten signalling further global ambitions.
Rastogi believes the future of shopping on YouTube will be driven by a blend of creators, content and communities. In his view, it is the human voice behind the screen, not just the product, that ultimately builds trust and drives discovery.
Prior to this role, he served as director of marketing, YouTube Asia Pacific, where he led regional marketing across creator engagement, brand building and reputation. During that time, he played a key role in launching and scaling YouTube Shopping across eight markets in the region.
Earlier stints at Google include group product marketing manager, consumer apps, overseeing growth for products such as Search, Maps and Assistant across India and Southeast Asia, and product marketing manager roles spanning consumer apps and YouTube, where he contributed to launches including YouTube Music, YouTube Originals and YouTube Shorts.
Rastogi began his career in consulting with Boston Consulting Group and A.T. Kearney, before moving into the technology sector. He is an alumnus of Indian Institute of Management Calcutta and Indian Institute of Technology Kanpur.
Alongside his corporate role, he is also an active angel investor, backing early-stage startups in consumer technology and electric mobility across India and Southeast Asia.
As he settles into the new role, Rastogi is betting on a future where every video can double up as a storefront, and where commerce feels less like a transaction and more like a recommendation from a trusted voice.
