The TVC celebrates the legacy of Joy’s Skin Fruits moisturizer and will be amplified across television, digital platforms, social media channels and will be supported by influencer marketing activities.
Mumbai, Maharashtra, India – Joy Personal Care, the homegrown Indian personal care brand, under the auspices of RSH Global, launched a revamped campaign for its iconic Skin Fruits moisturizer, featuring versatile actor Sanya Malhotra. Known for providing deep hydration and a healthy glow, the moisturizer has been a trusted favorite in Indian households for years. Enriched with apple and jojoba oil, it delivers 48-hour hydration, combats dullness and leaves skin soft, radiant and non-sticky, making it a timeless skincare essential that continues to resonate with loyal users while appealing to today’s Gen Z consumers seeking efficacy and authenticity.
Admired for her authenticity and relatability, Sanya’s journey reflects Joy Personal Care’s ethos of combining reliable performance with a contemporary touch. Her intergenerational appeal makes her the ideal ambassador for a product that unites heritage with modern relevance.
The cheerful TVC brings to life a fun family scenario, giving a modern twist to the traditional ‘visiting the bride’ moment. When the groom-to-be’s mother asks Sanya about her talents in a typical middle-class home, Sanya surprises everyone by transforming the room into a vibrant influencer photo shoot. With her parents helping her set up a tripod, LED lights, and a professional-style mobile camera, she confidently shows off Joy Skin Fruits Moisturizer and shares a quirky and engaging review. Sanya emphasizes its authentic reviews promoting only “OG products” that actually deliver results. The hilarious banter leaves the groom’s family stunned, while Sanya confidently points out Joy’s promise.
The TVC concludes on a high-energy note with the family dancing together, as the brand message shines through: Joy Beautiful by Nature. The film will be amplified on television, YouTube, social media and other digital platforms.
Sunil Agarwal, Co-Founder and Chairman of RSH Global, said: “Joy Skin Fruits Moisturizing Cream has always been more than just a product, it is a household part that has consistently delivered on its promise of nourishment and trust. It enjoys strong consumer demand and loyalty, which speaks volumes about its effectiveness. With this new TVC, we wanted to highlight the timeless relevance of the product in a fun and contemporary way while staying true to the ethos of our brand. As a local brand, we consider it our responsibility to nurture these heritage products, ensuring that they remain meaningful to the needs of changing consumer trends. “This reintroduction celebrates a product that has stood the test of time, reinforcing Joy’s position in the skincare category while strengthening its connection with consumers.”
Poulomi Roy, Marketing Director at RSH Global, added“Consumer preferences in skincare are becoming more fragmented, with younger audiences prioritizing authenticity, effectiveness and simplicity. Joy Skin Fruits moisturizer, known for its ‘deep hydration’, has been a trusted choice for years. Being back in the spotlight with Sanya Malhotra brings a fresh and contemporary perspective. Having collaborated with Sanya before, we know that its relatability and authenticity resonate strongly with today’s consumers, especially Generation Z, who admire its individuality and This campaign unites our heritage with the aspirations of a new generation, reaffirming Joy as a brand that evolves while staying true to its roots.”
Sanya Malhotra shared her excitement“I’m delighted to be part of another exciting campaign for a brand I really admire. Joy Skin Fruits Moisturizing Cream It has been a reliable part of Indian homes for years. I’ve always loved using the product for the ‘deep hydration’ it provides, and filming this campaign was so much fun; The film’s fun twist gives it a fresh and lively feel.”
The TVC is produced by Three Films.
TVC: https://www.youtube.com/watch?v=ZjEnGrwLjdw
About Joy Personal Care
Joy Personal Care, from the house of RSH Global, is an Indian skincare brand that offers a wide range of personal care products, including facial soaps, body lotions, face creams, shower gels, sunscreens and more.
Shah Rukh Khan has been the brand ambassador for Joy’s range of facial cleansers since last year. The brand has also collaborated with renowned celebrities like Sanya Malhotra, Medha Shankr, Mimi Chakraborty, Kriti Sanon, Anushka Sharma, Disha Patani, Bharti Singh, Mouni Roy and Mithila Palkar.
Joy Personal Care has been an associate sponsor of Kolkata Knight Riders for the fourth consecutive year in the world’s largest and most popular cricket league – IPL.
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