Brands
Joy Personal Care goes heavy on digital media marketing for Revive
MUMBAI: Joy Personal Care has always been different in its approach to marketing its products. Its advertisements tell stories that are worth listening to. Be it Bharti Singh’s body-positive ad, or Mouni Roy telling that beauty and brain make a combination not so rare; Joy has been pitch-perfect with its approach to target the new age woman.
With the launch of its new collections, Joy Revive, the brand is only looking forward to selling some more charming experiences. It has now roped in Mithila Palkar as the brand ambassador for its sunscreen from the Revive range along with the face wash for its Joy Personal Care Range. The web star who is known for her roles in series like Little Things, Mithila Palkar brings in a fresh youthful vibe to the brand.
Talking about the same with Indiantelevision.com, RSH Global (which own Joy Personal Care) CMO Poulomi Roy shared that bringing Mithila on-board was a strategic decision on the brand’s side for two prime reasons – one she is young and thus caters to the TG of Joy Revive, and second, she has a great influencer in her. She has the capability to influence the younger lot to buy things that are necessary for them.
Roy says, “Historically, the brand ambassadors of Joy have been a little different for us. We first think about what we want to communicate, what is the brand story, and then have a celebrity on board who can facilitate that for us. Today when we talk of celebrities, the definition has become very different. The bloggers, influencers, film actors, as well as television actors—everybody is a celeb till the time one has the power to influence. This girl does have that. Her journey has been unique. She represents a part of the youth, which will form a very big part of the population.”
Mithila also shares her views on getting associated with Joy. She says, “I know that it is a homegrown brand and that is something that I endorse in real life. Also, the pigments in its sunscreen are natural. Its face wash is fruit-based and personally, I love everything that is fruity or sweet smelling. And that all that had me sold to the brand (chuckles).”
She adds, “Also, Joy doesn’t try to ‘accentuate’ your beauty. It promotes that you are ‘beautiful by nature’. It just restores the beauty you have. And that’s something very beautiful and special.”
With the brand catering to a slightly younger population that Joy Personal Care and having Mithila, who is a digital media star, on board, the brand is also working on improving its media planning strategies. The brand usually had more than 70 per cent of its budget allocated to TV ads earlier but is now shifting the focus towards improving its digital presence.
Roy shares, “Digital is going to be very big for us in 2019 as a mandate. We will have a good 25 per cent spend on digital but it will be wrong to benchmark it right now. It is for the first time that we are going this big on digital. So, we are going to make spends this year and next year we will again look at our budgeting. We will figure out what worked for us, and then we will set the benchmark for funds at the optimal level of spends.”
She adds, “Brands that have to successful have to have cultural relevance. With digitalisation, the cultural game online has completely changed. There are a lot of sub-cultures that now lie in the digital space. As a brand, we need to understand and fit in the sub-cultures that are relevant to us. While we clearly know who our target audience is and which aspects of the marketing we are looking at, we still need to be very careful about our media planning.”
Brands
Hyundai and TVS Motor partner to develop electric three wheelers
Joint development pact targets last mile mobility with localisation push
MUMBAI: Three wheels, one big ambition and a charge towards the future. Hyundai Motor Company and TVS Motor Company have signed a joint development agreement to co-create electric three-wheelers (E3Ws), aiming to crack India’s complex last-mile mobility puzzle. The collaboration moves beyond concept talk into execution mode, building on the E3W prototype first showcased at the Bharat Mobility Global Expo 2025. The goal now is clear, design, develop and commercialise a purpose-built vehicle tailored to Indian roads, riders and realities.
Under the agreement, Hyundai will lead design and co-development, bringing its global R&D muscle and human-centric engineering approach to the table. TVS Motor, meanwhile, will anchor the product on its electric platform, leveraging deep three-wheeler expertise and local market insight. It will also handle manufacturing and sales in India, with an eye on exports down the line.
The timing is strategic. India remains the world’s largest three-wheeler market, where affordability, durability and adaptability often outweigh sheer innovation. The upcoming E3W aims to strike that balance combining advanced technology with practical features such as adaptive ground clearance for monsoon-hit roads, improved thermal management for tropical climates, and flexible interiors suited for passengers, cargo or emergency use.
A key pillar of the partnership is localisation. Major components will be sourced and manufactured within India, a move expected to strengthen the domestic supply chain, create jobs, lower costs and improve after-sales support.
The shift from prototype to production will involve rigorous testing, certification and refinement to meet regulatory standards and consumer expectations. Dedicated cross-functional teams from both companies are already in place to accelerate timelines.
At a broader level, the tie-up reflects a growing trend in mobility, global players partnering with local specialists to navigate emerging markets. For Hyundai and TVS, the bet is that combining scale with street-level insight could unlock a new chapter in sustainable urban transport, one that runs not just on electricity, but on relevance.
