Joy Personal Care (JOY), from RSH Global, has launched its latest digital campaign, ‘Behenhood’, celebrating the power of women supporting women. Aligned with the UP Warriorz’s ongoing association in the Women’s Premier League (WPL), the campaign highlights everyday moments of camaraderie, resilience, and collective growth, reflecting the brand’s commitment to women’s empowerment, inclusivity, and diversity.

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Behenhood goes beyond a campaign theme-it embodies a cultural truth in women’s sport. While men’s teams often highlight brotherhood, women have long lived this quiet strength, backing each other through pressure, ambition, and challenges, both on the field and off. The campaign positions Joy Personal Care as more than a sponsor, portraying the brand as an ally to women’s ambition and collective success.

The campaign unfolds through a series of digital films featuring UP Warriorz players Deepti Sharma, Harleen Deol, and Phoebe Litchfield, alongside influencer Meethika Dwivedi. The films offer candid glimpses into humour, match-day rituals, emotional support, and shared victories that define sisterhood in action.

Sunil Agarwal, co-founder and chairman, RSH Global, said Behenhood celebrates the strength that comes from women uplifting one another, both on and off the field. Poulomi Roy, CMO, added that the campaign reflects a cultural shift in women’s leadership, teamwork, and growth, where confidence and success are shared.

Kshemal Waingankar, COO, Capri Sports, emphasized that Behenhood captures the spirit of collective ambition in women’s sport, reinforcing that when women support each other, the impact goes far beyond the game.