Published On: Mon, Jul 20th, 2020

Joy Personal Care urges customers to habituate to the ‘New Normal’ life with its ‘Pure & safe’ product range

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On-boards renowned actresses Swastika Mukherjee, Priyanka Sarkar and Madhumita Sarcar

to create awareness about Joy Pure & Safe product range

TVC Links:




Kolkata, July 20, 2020: Joy, an Indian personal care brand by RSH Global Pvt. Ltd., today announced the launch of a new television commercial campaign for their ‘Pure and Safe’ personal hygiene product range. In light of recent events, hygiene and health is turning out to be a major concern for everybody. The TVC campaign will highlight the importance of self-care and hygiene during these times.

Joy is set to release three ad-films with three popular and loved female celebrities of the Bengali film industry. The actresses featured in the ad-films are: Swastika Mukherjee, Priyanka Sarkar and Madhumita Sarcar. The company partnered with the actors to make people aware that the brand Joy, has forayed into the hygiene category with a range of products.

In the context of the Covid-19 pandemic, the ad-film captures routine life activity amidst the lockdown with a focus on hygiene & personal care. By showcasing the actors using the new range of ‘Joy pure & safe’ hygiene products as part of their daily routines, the campaign emphasizes on the need to adopt hygiene products into the ‘New Normal’ lifestyle. The actors can be seen using the range of hygiene products for personal care as well as sanitizing the various contact surfaces in their homes.

The voice over penned by the famous poet Srijato Bandyopadhyay, talks about the importance of taking care of ourselves and remain confident to fight any circumstances. The voice over artist is an award winning elocutionist Bratati Bandyopadhyay. The TVCs will be aired on popular regional & news channels of Bengal throughout the day.

Sunil Agarwal, Chairman, RSH Global Private limited, said, “Joy Personal Care is not just limited to personal care products anymore and it is really important to understand the necessity of hygiene products as we adapt to the new normal. The novel coronavirus has changed the way we look at hygiene and sanitization, it has become an integral part of our lives. This habitual change in consumers is here to stay and therefore as a home-grown brand, we decided to come up with a TV campaign to promote our personal hygiene product range, ‘Pure & Safe’, which includes a germ protection hand wash, face wash, skin cream, hand cream and an instant germ kill hand sanitizer, germ kill spray & wipes. All these products are extremely effective in germ killing/protection and also ensure hydration and skin care, courtesy to the natural ingredients like tulsi, turmeric, tree tea, aloe vera, lemon, mint, peach, mandarin, mango and berries.”


Poulomi Roy, Chief Marketing Officer, RSH Global Private limited, said, “The notion is that regular personal care products would be of very little use to women, considering the fact that there will be few occasions where she will step out of the house & every time she does, the mask will be her best friend. Therefore, what’s the use of the beauty which will remain covered all the time? But what made them assume that all this while women used to be beautiful self for external validation? The role of a woman amidst the pandemic has become more important than ever where. She is responsible to take care of the health and wellbeing of her loved ones and in order to do so, the first and foremost step is to take care of her own self and remain confident to be able to fight the circumstances. And in this fight, we gave her the perfect range of products for the wellbeing of her health and skin, so that she can be her fearless self in the fight against the virus and protect herself and her family”


Concept: Internal MARCOM team of RSH Global Private Limited

Production House: Kiss Films

Director: Monet Roy Saha

DOP:  Subhadeep Dey


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