Joy Personal Care, part of RSH Global, has rolled out a new summer TVC for its Hydra Refresh Gel, featuring brand ambassador Sanya Malhotra.
Link: https://www.youtube.com/watch?v=PrN4mC59DgA
Targeted at rising temperatures and fast-paced lifestyles, the product is positioned as a lightweight, non-sticky hydration solution that offers up to 48-hour moisture. The campaign highlights its relevance during peak summer, focusing on comfort, ease of use, and everyday skincare needs.
Set against a sweltering day, the film captures a relatable moment of heat-induced fatigue. As discomfort builds, Malhotra steps in with a refreshing presence, introducing the gel as a quick and effective solution. The narrative blends humour with everyday realism, turning exhaustion into a feel-good moment while reinforcing the brand’s positioning around effortless skincare.
Commenting on the launch, Sunil Agarwal said the product is designed to meet growing demand for light, comfortable hydration solutions that fit seamlessly into daily routines. Poulomi Roy added that the campaign builds on the insight that external hydration is key, especially in hot and humid conditions where traditional approaches may fall short.
Malhotra noted that the product aligns well with everyday routines, particularly during summer when skin requires hydration without heaviness.
Marking its television debut, the campaign will be amplified across digital and social platforms, as the brand continues to strengthen its presence with simple, effective skincare solutions.
