Ad Campaigns
Joy Personal Care, KKR come together for #BeingEqual campaign
Mumbai: Joy Personal Care, a homegrown skincare brand from the aegis of RSH Global, in continuation to their recently announced partnership with Kolkata Knight Riders (KKR) has initiated #BeingEqual brand campaign. This multi-platform campaign will highlight the existing gender inequalities faced by women across professional environments. This first-of-its-kind brand campaign is an initiative that has been undertaken, not to promote a product or service, but only to hold a mirror up to the society and mobilise against the issues being faced by women on a daily basis.
“Gender equality and women rights are considered as the fifth, among 17 sustainable development goals (SDGs) by the UN, and this campaign is a serious movement toward the betterment of women rights in society. Joy Personal Care endeavours to inspire this very change by leveraging one of the largest consumer outreach platform, for societal welfare,” said the brand in a statement.
As a part of the campaign, the brand is launching a film featuring KKR players in it. The film introduces a strong message on equality, where male cricketers address the systemic inequalities faced by women in sports, and other businesses as well. #BeingEqual, intends to ask pertinent questions and inspire efforts to bring an equilibrium in society.
The film showcases the three cricketers in a dark setting, spray-painting on a surface, while a voice-over talks about how unfortunate it is that even though women are capable of greater things, they are not always recognised as equals. The film then reveals the spray-painting to be the rendition of an empowered woman.
“The brand Joy has always stood for empowering women and breaking archaic stereotypes. With such an important message being delivered by members of KKR, we aim to inspire much larger audiences, including businesses, to support and actively promote gender equality,” stated RSH Global chairman Sunil Agarwal.
“Joy’s association with KKR itself raised a lot of questions, how much sense does it make from a marketing and media perspective? But, I truly believe, it’s time we look at this association from a different lens,” commented RSH Global CMO Poulomi Roy, adding, “Hence, for the first time, a brand film is being made to drive a strong message instead of a call to action TVC. The idea was to leverage the reach of the tournament to build awareness and visibility through logo exposure and simultaneously drive home a strong message about gender equality.”
“We realise that the youth of today enacts, reacts, adores and accepts brands that support and promote a cause. This campaign will certainly make consumers resonate with our brand story. We encourage audiences to participate in sending a message through social media, and are proud to reward those who raise their voice in support of equality,” Roy further said.
Pulling out a leaf from the brand’s vision of ‘breaking the stereotypes’ the main campaign will be accompanied by two social media campaigns in this direction, the brand said.
– ‘Reel it with us’ an Instagram contest, will be for audiences to creatively present their lip-synced interpretations of the TVC film audio. Winners will be awarded with exciting merchandise
– #WhoEqualsTheGame contest will reward user generated posts where audiences will name a person in their lives who breaks gender stereotypes, celebrating real-life heroes bringing a change. Winners stand to win hampers, match tickets and even a meet and greet with the players from KKR.
“It is refreshing to see a brand partner using the association with KKR and harness the reach of such a widely viewed platform to raise awareness about a worthy cause. We are proud to partner with Joy Personal Care on their initiative to drive conversations on equal opportunity for all gender,” said KKR CMO Binda Dey.
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.
