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”
Credits:
Concept: Internal MARCOM team of RSH Global Private Limited
Production House: Kiss Films
Director: Monet Roy Saha
DOP: Subhadeep Dey
About RSH Global:
RSH Global PVT Ltd was established in 1988 in Kolkata, materialising the single, strong vision of its makers - “To be recognised as one of the leading personal care companies that will deliver the best of consumer hygiene and personal grooming for both for men & women globally." The organisation strives to provide a complete personal care product range with its brands like JOY, X-MEN and Karis, which offer innovative, quality personal care products at affordable prices.
The growing satisfaction of consumers testifies the fact that RSH - a 1st generation Indian company from Kolkata - now has a marked global presence in more than 25 countries including Africa, Middle-East and the SAARC countries. Its manufacturing excellence stems from the passion to create the best quality product. With two manufacturing units at Himachal Pradesh (Baddi) & in Kolkata (West Bengal), RSH is capable of manufacturing high quality personal care products.
RSH provides the best quality product to the customers, depending on consistent quality improvement at every step of product development through international tools like Consumer Safety, 4P, 5S, HACCP, TPM, etc.
With a work force of 1500 employees across all departments, a presence of over 10 lakh retail outlets across the world and Distribution networks of 1000 in the country - RSH is constantly working towards its vision "empowering people to look better, feel better and do more”.
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