MAM
BJP leads political ad spends on Facebook
NEW DELHI: Social media has emerged as one of the most powerful tools in elections. All the political parties are making the utmost use of social media platforms during the elections to tilt the opinion in their favour.
From February 2019 till August 24 this year, BJP spent Rs 4.61 crore on Facebook advertisements and Congress Rs 1.84 crore, according to the data available on the social media giant’s spending tracker. Keeping an eye on Maharashtra elections, the ruling Bhartiya Janata Party spent most on this money tp push social issues, elections, and politics.
Four other advertisers, linked to the BJP, also made it to the top 10 list including three that share the same address in Delhi as the ruling party’s national headquarters, according to the tracker.
These four include two community pages, ‘My First Vote for Modi’ (Rs 1.39 crore) and ‘Bharat Ke Mann Ki Baat’ (Rs 2.24 crore); Nation With Namo, which is categorised as a news and media website (Rs 1.28 crore); and, a page (Rs 0.65 crore) affiliated to BJP leader and former MP R K Sinha, who owns Security and Intelligence Services (SIS).
According to Facebook, an ad is categorised under “social issues, elections, and politics” if it is made by or on behalf of a candidate, political party, or advocates an outcome; is about a particular election or referendum; is regulated by political advertising, or is about a local social issue.
In total, these accounts and BJP spent Rs 10.17 crore on advertising, which accounts for 64 per cent of the total amount spent by the top ten rank holders, that is Rs 15.81 crore. The period covered includes the general elections in April-May 2019, which saw the BJP return to power with an overwhelming majority.
Earlier, a report by the Association for Democratic Reforms (ADR), claimed that BJP is by far the richest political party in India. The ADR analysed the audited accounts of the BJP, and six other national parties, including the Congress, for 2016-17. In 2019, BJP earned Rs 2,410 crore.
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.
