Ad Campaigns
Joy Personal Care urges customers to habituate to ‘New Normal’
NEW DELHI: Joy, an Indian personal care brand by RSH Global Pvt Ltd, announced the launch of a new television commercial campaign for their ‘Pure and Safe’ personal hygiene product range. In light of recent events, hygiene and health are turning out to be a major concern for everybody. The TVC campaign will highlight the importance of self-care and hygiene during these times.
Joy is set to release three ad-films with three popular and loved female celebrities of the Bengali film industry. The actresses featured in the ad-films are: Swastika Mukherjee, Priyanka Sarkar and Madhumita Sarcar. The company partnered with the actors to make people aware that the brand Joy, has forayed into the hygiene category with a range of products.
In the context of the Covid2019 pandemic, the ad-film captures routine life activity amidst the lockdown with a focus on hygiene & personal care. By showcasing the actors using the new range of ‘Joy pure & safe’ hygiene products as part of their daily routines, the campaign emphasizes on the need to adopt hygiene products into the ‘New Normal’ lifestyle. The actors can be seen using the range of hygiene products for personal care as well as sanitising the various contact surfaces in their homes.
The voice-over penned by the famous poet Srijato Bandyopadhyay, talks about the importance of taking care of ourselves and remain confident to fight any circumstances. The voice over artist is an award winning elocutionist Bratati Bandyopadhyay. The TVCs will be aired on popular regional & news channels of Bengal throughout the day.
RSH Global Private limited Chairman Sunil Agarwal said, “Joy Personal Care is not just limited to personal care products anymore and it is really important to understand the necessity of hygiene products as we adapt to the new normal. The novel coronavirus has changed the way we look at hygiene and sanitization, it has become an integral part of our lives. This habitual change in consumers is here to stay and therefore as a home-grown brand, we decided to come up with a TV campaign to promote our personal hygiene product range, ‘Pure & Safe’, which includes a germ protection hand wash, face wash, skin cream, hand cream and an instant germ kill hand sanitizer, germ kill spray & wipes. All these products are extremely effective in germ killing/protection and also ensure hydration and skin care, courtesy to the natural ingredients like tulsi, turmeric, tree tea, aloe vera, lemon, mint, peach, mandarin, mango and berries.”
RSH Global Private limited CMO Poulomi Roy said, “The notion is that regular personal care products would be of very little use to women, considering the fact that there will be few occasions where she will step out of the house & every time she does, the mask will be her best friend. Therefore, what’s the use of beauty which will remain covered all the time? But what made them assume that all this while women used to be beautiful self for external validation? The role of a woman amidst the pandemic has become more important than everwhere. She is responsible to take care of the health and wellbeing of her loved ones and in order to do so, the first and foremost step is to take care of her own self and remain confident to be able to fight the circumstances. And in this fight, we gave her the perfect range of products for the wellbeing of her health and skin, so that she can be her fearless self in the fight against the virus and protect herself and her family.”
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.
