SRK To Endorse Joy Personal Care’s Face Wash Category

Joy Personal Care has revealed its partnership with Shah Rukh Khan as the new face for the brand's face wash category. SRK, along with existing ambassador Sanya Malhotra, will endorse the flagship product, Joy Lemon Face Wash, in the upcoming commercial set to debut during IPL 2024.

Having been the brand's ambassador for the past year, Malhotra continues her association. This collaboration coincides with Joy Personal Care's two-year stint as an associate sponsor for the Kolkata Knight Riders, aiming to enhance visibility and make a significant impact during the prominent event.

"Joy Personal Care's dedication to gender equality and inclusivity perfectly mirrors the values upheld by its brand ambassador, Shah Rukh Khan. Renowned for his vocal support of women's empowerment, Shah Rukh Khan has captured the hearts of women across generations. This shared ethos makes this collaboration a powerful conduit for spreading the brand's message far and wide," mentioned the company.

Shedding light on the association, Sunil Agarwal, Founder and Chairman, Joy Personal Care (RSH Global) points out, "With the face wash category accounting for approximately 2500 crore, this collaboration signifies our commitment to making a measurable impact by expanding our market share within the category. Moreover, Shah Rukh Khan's influential presence in our nation will enable us to connect with audiences across the length and breadth of the country.”

Poulomi Roy, Chief Marketing Officer at Joy Personal Care (RSH Global), further brought out, “Mr Khan is an iconic figure renowned for his vocal advocacy for gender equality and inclusivity. He shares a synergy in his values with our brand. Furthermore, we have been associated with KKR for the past two years and this year, with Mr. Khan coming on board for our face wash category, we will be launching a high-voltage campaign featuring him. The campaign will be leveraged through both TV and digital media, ensuring maximum reach and engagement."

Commenting on the association, Khan said, “I am delighted to partner with Joy Personal Care as the brand ambassador of the facewash category. It’s a progressive brand, with a refreshing approach that shuns unrealistic beauty ideals and prioritizes inclusivity in its thoughtfully crafted campaigns. I'm eager to embark on this exciting journey with them."

Joy consistently champions social causes and inclusivity, exemplified by its impactful campaign, "#JustEmpowerOne," dedicated to raising awareness and empowering survivors of acid attacks. This commitment extends to their association with the Gujarat Giants as an associate sponsor for the Women Premier League series this year. By collaborating with the Gujarat Giants, Joy goes beyond endorsing a sports team, actively participating in a cultural dialogue that challenges outdated perceptions. The brand advocates for a society where individuals are free to pursue their interests in beauty or sports without conforming to limiting stereotypes.

These initiatives highlight Joy's firm belief that skincare transcends gender, colour, body size, and shape, celebrating the unique beauty of every individual. Through such efforts, Joy Personal Care actively challenges and transforms traditional beauty norms.