Ad Campaigns
#JustHireOne: Joy urges companies to hire at least one acid attack survivor
MUMBAI: #JustHireOne – an initiative to urge companies to hire at least one acid attack survivor was launched by Joy Personal Care, a beauty products brand that has recently come up with a special range of products for acid attack survivors.
To promote a job opportunity for acid attack survivors, the brand has roped Pragya Prasun Singh, an acid attack survivor from Bengaluru, who recited the first-hand experience of being rejected in several job interviews on the pretext of her disfigurement despite being a post-graduate in fashion management.
Pragya Prasun Singh in a video testimony said, “It was during this time when I decided that I will be a voice for acid attack survivors and will help them. I wanted to help them so that they can live their lives with dignity.”
With an aim to support the acid attack survivors, Singh chose to dedicate her life to help them get jobs and raise funds for the surgery. She runs an NGO ‘Atijeevan Foundation’ that helps rehabilitate the acid attack survivors. Singh was attacked in 2006 by a rejected lover, just 12 days after she got married.
RSH Global chairman Sunil Agarwal said, “Globally, India tops for acid attacks and the existing products for the hypersensitive skin of acid attack survivors are either rare, expensive or from derma category. Therefore, affordability played a major role in the product development – ‘Joy Sensitive’.”
“Our endeavour has always been to deliver quality products at an affordable price and this has been the genesis behind this new range meant for hyper-sensitive skin,” he added.
Meanwhile, RSH Global chief marketing officer Poulomi Roy said: “Being a mass brand and having in-house infrastructure, R&D, resources and logistics, the thought raised was, can we develop a special product for them at an affordable price point? This is how ‘Joy Sensitive’ was born with robust research and innovation.”
The employment drive was conceptualised by Grapes Digital, India’s leading independent digital agency, which also handles the digital duties for Joy Personal Care.
To practice what they preach, the beauty products brands will hire 3 acid attack survivors and will also urge CEO and HR heads to consider these survivors while hiring talent.
The brand also associated with Bollywood actress Deepika Padukone-led movie Chhapaak to reach a wider audience. The film is based on the life acid attack survivor Laxmi Agarwal.
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.
