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.”
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.
