Joy Personal Care has launched a new campaign titled ‘Under The Same Sun’ in collaboration with Kolkata Knight Riders (KKR), marking five years of its partnership with the IPL franchise.

The campaign celebrates the shared journey between the two brands by drawing connections between cricket and everyday life. Through scenes featuring live match moments, practice sessions, gully cricket, and daily routines, the film highlights how the spirit of the game extends far beyond the stadium.

Featuring KKR stars Ajinkya Rahane, Rinku Singh, and Manish Pandey, the campaign captures cricket as a reflection of perseverance, consistency, and performance – values that align closely with Joy Personal Care’s brand identity.

As part of the milestone celebration, the campaign also introduces a limited-edition Joy x KKR sunscreen, developed as an extension of the long-standing association.

Speaking on the launch, Sunil Agarwal, Co-founder and Chairman of Joy Personal Care (RSH Global), said the fifth year of collaboration represents a meaningful milestone built on authentic engagement with players, fans, and communities connected to cricket. He noted that the campaign positions the brand at the intersection of sport, performance, and daily life.

Poulomi Roy, Chief Marketing Officer of Joy Personal Care, added that the campaign reflects the evolution of the partnership from brand visibility to deeper credibility and emotional relevance.

From KKR, CEO Venky Mysore described the partnership as one built on trust and shared values, emphasising how the campaign captures cricket’s influence across cities, communities, and everyday experiences.

The campaign will be rolled out across television, digital platforms, social media, and influencer-led activations, further strengthening Joy Personal Care’s cultural connect with cricket fans.

With ‘Under The Same Sun’, Joy and KKR reinforce how cricket remains a shared experience that unites people both on and off the field.