MAM
RK Swamy’s Collage bags Ishtaa jewelry creative account
MUMBAI: Collage Consulting, the newly-formed Branding, Design & Creative Services division of R K Swamy BBDO, has won the positioning, retail identity, packaging and mass media project for Ishtaa – branded Cubic Zirconium (CZ) jewelry.
The creative duties were awarded to Collage after a multi-agency contest. Ishtaa Gold Jewelry Pvt Ltd COO ,Udai Goyal said, “Collage won the business based on their sound strategic approach and obvious creative flair.”
Ishtaa is the product of a joint venture between Coimbatore-based Emerald Jewel Industry Pvt LTD, the country’s largest manufacturers of CZ jeweler, and Mumbai-based Clarity Gold Pvt LTD, manufacturers and wholesalers of jeweler, precious stones and investment products.
Collage executive vice president and creative director, Pankaj Mridul said, “The project fits in perfectly with Collage’s area of focus – the creation of robust new brands using Design as a strategic weapon. At Collage, we are specially geared to deliver the full set of creative services that new brands require – branding, retail and packaging design, mass media creative. Ishtaa poses an interesting challenge. Given the product quality and the reputation of the promoters, we are confident of a substantive impact in the marketplace in the months to come.”
MAM
Joy Personal Care rolls out Ubtan Face Wash TVC with Shah Rukh Khan
New film pairs star power with simple skincare pitch for summer glow
MUMBAI: Joy Personal Care has unveiled a new television commercial for its Ubtan Face Wash, bringing together Shah Rukh Khan and Sanya Malhotra in a light-hearted campaign aimed at simplifying everyday skincare choices.
The film, which marks the product’s television debut, is set in a retail environment where Malhotra is seen navigating a shelf full of options before Khan steps in with his trademark charm to offer a fuss-free solution. The narrative leans on humour and relatability, turning a routine purchase into a playful exchange.
At its core, the campaign promotes the brand’s ubtan-based formulation, which blends traditional ingredients such as turmeric, saffron and sandalwood to address common summer concerns like tanning and dullness. The messaging keeps things simple, positioning the product as an easy addition to daily routines rather than a complicated skincare step.
RSH Global co-founder and chairman Sunil Agarwal said, “As summer sets in and exposure to sun and heat intensifies, skincare concerns like tan and dullness become more pronounced. Consumers today are looking for solutions that deliver visible results while remaining easy to incorporate into daily routines.”
Echoing the consumer-first approach, RSH Global chief marketing officer Poulomi Roy said, “Through this campaign, we have brought that insight to life in a simple and engaging way, showing how Joy Ubtan Face Wash makes traditional skincare easy and effective. Shah Rukh Khan and Sanya Malhotra add relatability and charm, helping the product connect more strongly with audiences.”
Sharing his experience, Shah Rukh Khan said the campaign stood out for its simplicity and everyday appeal, while Sanya Malhotra highlighted the natural chemistry and playful tone of the shoot.
The campaign will be amplified across television, digital and social platforms, signalling a wider push as the brand looks to strengthen its position in the competitive face wash segment.
Part of RSH Global, Joy Personal Care continues to build visibility through celebrity-led campaigns and sports partnerships, including associations with Kolkata Knight Riders, Delhi Capitals and Gujarat Giants.
With familiar faces, a breezy storyline and a focus on everyday concerns, the latest campaign keeps things straightforward. In a crowded skincare aisle, sometimes the easiest answer is also the most effective one.
