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.
