MAM
Wondrlab ropes in Jateen Kore as digital head
MUMBAI: Martech start-up Wondrlab has appointed Jateen Kore as its digital head. He will be based in Mumbai and report to Wondrlab co-founder & managing partner – content platform Rakesh Hinduja.
Kore joins from IDFC First Bank where he was the head – digital marketing. At Wondrlab, he has been tasked with setting up the digital practice and bringing forth the agency’s platform-first approach to help brands win on digital.
“Jateen’s experience straddles the entire digital funnel; his key focus area is to apply a platform-first approach for our brands to win across social, performance marketing, influencer marketing, e-commerce and martech best practices. His diverse skill-set and deep understanding at top digital-first brands like Vodafone and IDFC First Bank will help us deliver tangible creative solutions to our client partners,” Hinduja said.
“The opportunity to work with a dynamic start-up like Wondrlab is a great chance to augment my experience and contribute to the success of brands across categories. I completely believe in its platform-first strategy and I can contribute significantly to furthering their approach thanks to my digital-first experience. I look forward to an exciting and fruitful inning here,” Kore added.
MAM
Joy Personal Care launches Hydra Refresh Gel summer campaign
Sanya Malhotra fronts TVC promoting 48-hour non-sticky hydration.
MUMBAI: Joy Personal Care just gave summer a cool new twist because when the heat is on and your skin is begging for relief, even the gel knows how to stay refreshingly light. Joy Personal Care, part of RSH Global, has rolled out a new summer television campaign for its Hydra Refresh Gel, featuring brand ambassador Sanya Malhotra. The campaign positions the lightweight, non-sticky formula as the perfect everyday solution for intense heat and fast-paced lifestyles, promising up to 48 hours of moisture.
The TVC depicts a relatable moment of heat-induced skin fatigue on a sweltering day. Sanya Malhotra appears with a refreshing presence, introducing the gel as a quick, comfortable fix that transforms discomfort into a feel-good experience. The narrative blends humour and realism, reinforcing the product’s ease of use and relevance during summer.
RSH Global co-founder and chairman Sunil Agarwal said, “As India braces for soaring temperatures and an intense summer ahead, the need for skincare that delivers effective, non-sticky hydration becomes even more relevant. Hydra Refresh Gel is designed to meet this need with a lightweight formulation that fits seamlessly into everyday routines.”
RSH Global chief marketing officer Poulomi Roy added, “While drinking more water is important, it doesn’t always translate into visible results on the skin. This campaign builds on that insight, bringing the product’s effectiveness to the forefront in a relatable way.”
Sanya Malhotra shared, “Working with Joy Personal Care has always been a truly enjoyable experience. What I really enjoy about the product is how effortlessly it fits into everyday routines, especially during the summer when your skin needs hydration without feeling heavy.”
The campaign, marking the product’s television debut, will be amplified across digital and social platforms to drive wider engagement during the summer season.
In a season where the sun shows no mercy, Joy Personal Care isn’t just selling a gel, it’s offering a cool, dependable companion that keeps skin happy without the sticky aftermath, proving that sometimes the best way to beat the heat is to keep things refreshingly simple.
