Brands
Joy’s ‘Behenhood’ blitz rides WPL to sell sisterhood
MUMBAI: Joy Personal Care has rolled out a new digital campaign, Behenhood, using the Women’s Premier League as a high-voltage stage to champion female solidarity and plug its skincare portfolio.
The campaign is tied to Joy’s ongoing partnership with the UP Warriorz and plays out through a season-long stream of short films featuring players Deepti Sharma, Harleen Deol and Phoebe Litchfield, alongside influencer Meethika Dwivedi. The films trade glossy hero shots for locker-room candour, capturing humour, rituals and the quiet acts of backing each other that define women’s sport.
For Joy, Behenhood is more than a slogan. The brand is pitching itself as an ally to women’s ambition, not just a logo on a jersey, tapping into the cultural shift that has made women’s cricket one of India’s fastest-growing sporting properties.
RSH Global co-founder and chairman of Joy Personal Care Sunil Agarwal, said the campaign reflects the brand’s long-standing focus on women’s empowerment and collective growth. CMO Poulomi Roy added that the idea was rooted in how modern women’s teams thrive on shared success rather than individual stardom.
Capri Sports COO Kshemal Waingankar, which owns the UP Warriorz, said the partnership works because it mirrors what happens inside the team: players showing up for each other under pressure.
With WPL viewership climbing and brands scrambling for relevance in women’s sport, Joy is betting that sisterhood, not swagger, will cut through the clutter and build a warmer, stickier connection with consumers.
Brands
Godrej clarifies ‘GI’ identifier after logo similarity debate
Says GI is not a logo, will not replace Godrej signature across products.
MUMBAI: In a branding storm where shapes did the talking, Godrej is now spelling things out. Godrej Industries Group (GIG) has issued a clarification on its newly introduced ‘GI’ identifier, addressing questions around its purpose and design following a wave of online criticism. At the centre of the debate were two concerns: whether the new mark replaces the long-standing Godrej logo, and whether its geometric design mirrors other corporate identities.
The company has drawn a clear line. The Godrej signature logo, it said, remains unchanged and continues to be the sole logo across all consumer-facing products and services. The ‘GI’ mark, by contrast, is not a logo but a corporate group identifier intended for use alongside the Godrej signature or company name, and aimed at stakeholders such as investors, media and talent rather than consumers.
The need for such a distinction stems from the 2024 restructuring of the broader Godrej Group into two separate business entities. With both continuing to operate under the same Godrej name and signature, the identifier is positioned as a way to differentiate the Godrej Industries Group at a corporate level.
The rollout, however, triggered a broader conversation on design originality. Critics pointed to similarities between the GI mark’s geometric composition and logos used by companies globally, raising questions about distinctiveness.
Responding to this, GIG said its intellectual property and legal review found that such overlaps are common in minimalist, geometry-led design systems. Basic forms such as circles and rectangles appear across dozens of brand identities worldwide, the company noted.
It added that the identifier emerged from an extensive design process and was chosen for its simplicity, allowing it to sit alongside the Godrej signature without competing visually. While acknowledging that elemental shapes may appear less distinctive in isolation, the group emphasised that the mark is part of a broader identity system that includes a custom typeface, sonic branding and other proprietary elements.
Following legal and ethical assessments, the company said it found no impediment to using the identifier, reiterating that the GI mark is a corporate tool not a consumer-facing symbol.
In short, the logo isn’t changing but the conversation around it certainly has.
