Ad Campaigns
‘Beautiful by Nature’: JOYquestions Stereotypes in a Brand New Campaign with Mouni Roy
MUMBAI: People are conditioned into following certain pre-defined beauty standards of how a woman should look, behave and carry herself around. Physical appearance has always been the yardstick to measure a woman’s beauty, while her smartness or confidence is not given a similar treatment. This has given rise to stereotypes that the physical beauty of a woman is inversely proportional to her intelligence.
To shatter these very myths and reinforce the belief of ‘Beautiful by Nature’, RSH Global,a leading personal care company in the country, has launched a newmarketing campaignfor its brand JOYwith popular actress Mouni Roy to inspire women to embrace the qualities that make them naturally beautiful. The TVC, featuring Mouni, conveys the message that every woman is endowed with both intelligence and beauty; it’s our perspective that needs to be changed.
Speaking at the launch of the campaign, Poulomi Roy, Chief Marketing Officer, RSH Global, said, “We do not believe in typecasting beauty, we discuss and debate on the various stereotypes that are attached to a woman’sappearance. The beauty of a woman lies not just in the way she looks but also in the way she exudes confidence, pride and smartness. We believe in our brand philosophy that every woman is born beautifuland it translates into our products which are made from the goodness of nature (natural extracts).”
Commenting on the choice of Mouni Roy as a brand ambassador, she said, “Our new brand campaign features a woman like Mouni – who is most certainly categorisedas a conventional beauty, and hence, is often subjected to real-life situations where people appreciate only her external beauty and not her intellect. She is a well-read woman, yet, not much has ever been told or spoken about her beyond her looks.We try to choose people who have an interesting story to lend to our brand philosophy ‘Beautiful by Nature’.”
Expressing her views on the campaign, Mouni Roy said, “Since time immemorial, several stereotypes have been attached with women’s beauty, one among them being, good looking women achieve success only by their good looks. In our society it is assumed that a beautiful woman is brainless. For me, intelligence and beauty always go hand in hand. In fact, I believe, being intelligent is beautiful. I am glad that JOY has come out with a campaign basis the same belief and chosen me to be the face for the same.”
RSH Global is headquartered in Kolkata and has a pan-India sales and distribution network. The company is keen to expand to Maharashtra and Eastern parts of India by aggressively ramping up its retail footprint.
NATIONAL: Amazon Ads has laid out a sharply tech-led vision for the advertising industry in 2026, arguing that artificial intelligence, streaming TV and creator partnerships will combine to turn brand building into a more precise, performance-driven business.
At the heart of the shift, the company says, is the fusion of AI with Amazon’s vast trove of shopping, browsing and streaming signals, allowing advertisers to move beyond blunt reach metrics to campaigns designed around real customer behaviour.
“The future of advertising is not about reaching more people, but the right people with messages that resonate,” said Amazon Ads India head and vice president Girish Prabhu. “By combining AI with deep customer insights, we help brands move from broadcasting campaigns to having meaningful conversations wherever audiences spend their time.”
One of the biggest changes, according to Amazon Ads, will be the collapse of the wall between media planning and creative development. Retail media, powered by first-party data, is increasingly shaping everything from brand discovery to final purchase, pushing marketers to design campaigns around audience insight rather than internal instinct.
AI is also moving from a support tool to a creative engine. Agentic AI, which automates and accelerates production, is expected to make high-quality creative accessible even to small businesses, compressing weeks of work into hours and giving challengers the ability to compete with larger brands on speed and scale.
Behind the scenes, AI-driven analytics will take on a bigger role in campaign optimisation, identifying patterns, spotting opportunities and recommending actions that would previously have required teams of analysts.
Streaming TV is another big battleground. With India’s video streaming audience now above 600 million and connected TV users at 129.2 million in 2025, advertisers are set to treat streaming not just as a branding channel but as a performance engine, measured increasingly by sales, sign-ups and bookings rather than just reach.
Finally, Amazon Ads sees creators and contextual advertising reshaping how brands tell stories. Creators will act less like influencers and more like long-term partners, while scene-aware ads on streaming platforms will allow brands to insert hyper-relevant offers into the flow of what viewers are watching.
Taken together, Amazon Ads argues, these shifts mark a move towards advertising that is both more human and more measurable, where AI handles the complexity, and creativity does the persuading.
