Mumbai: Joy Personal Care, a homegrown skincare brand from the aegis of RSH Global has announced its partnership with Kolkata Knight Riders (KKR) as associate sponsors for the upcoming T20 cricket series. As a part of this association, the brand's logo will feature on the team’s official jersey.

Joy Personal Care and KKR will also work together to create a unique TVC and digital content across social media platforms which will convey the brand’s messaging. Additionally, the brand will enjoy significant on-ground visibility for all games played at home ground, said the company in a statement. "The team will endorse the brand and will be involved in a series of initiatives to engage with the large fan base of KKR," it added.

“Similar to KKR, Joy Personal Care has its roots in Kolkata, a brand that started its journey in the City of Joy and has found success nationally,” KKR CMO Binda Dey said. “It brings us immense pride to have them on board as the associate sponsor, together we look forward to having a great season and connecting with fans in Kolkata and across the country.”

“Just as for KKR, Kolkata is home ground for us as well, and what better way to strengthen our market position and brand recall than an association with a religion like cricket. The team has been a household name right from the start and with this partnership, we aim to reach audiences beyond physical and geographical boundaries,” stated RSH Global chairman Sunil Agarwal.

RSH Global chief marketing officer Poulomi Roy added, “As a skincare brand, our association with this celebrated and loved team, will formulate a unique way to turn the tables and call forth a change in breaking the gender stereotypes. We truly believe that this partnership will create new opportunities for the brand to socialise. This is our first innings with the most followed T20 series and we look forward to a long and mutually rewarding association.”