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.
Ad Campaigns
Indian Silk House Agencies launches ‘Shubho Smriti’ PoilaBoishakh campaign
Brand celebrates Bengali New Year with stories of 100 women and their saree memories.
MUMBAI: Indian Silk House Agencies has woven a beautiful new story for PoilaBoishakh, one stitched together with memories, emotions, and the timeless elegance of a saree. The leading saree retailer has unveiled ‘Shubho Smriti’, a digital-first campaign that brings together the voices of 100 women sharing their personal celebrations of the Bengali New Year. The campaign highlights how the saree remains an essential thread in these evolving traditions, from daughters gifting their mothers after years of quiet sacrifice to sarees passed down through generations carrying decades of love.
Indian Silk House Agencies CEO Darshan Dudhoria said, “What gives any tradition its relevance over time are the memories people attach to it. For over five decades, we have been closely connected to this cultural fabric. This campaign came from a simple intent to listen to these stories of our customers and bring them together.”
To mark the occasion, the brand has launched a dedicated PoilaBoishakh collection featuring handwoven textiles such as Matka silk and Jamdani, along with classic reds and whites, softer seasonal hues, and brighter options. The collection starts at ₹999 and is now available online and in stores across Eastern India.
By blending cultural nostalgia with contemporary storytelling, Indian Silk House Agencies has created more than just a campaign, it has turned personal memories into a shared celebration of tradition, emotion, and timeless style.
This PoilaBoishakh, the brand reminds us that the most beautiful things in life are often the ones we weave into our own stories, one elegant drape at a time.
