Joy Personal Care has launched a new campaign for its Skin Fruits Moisturising Cream, starring actor Sanya Malhotra, as part of its effort to reconnect with younger audiences through relatable storytelling and a modern creative lens. The campaign blends nostalgia with a contemporary twist, reaffirming Joy’s positioning as a brand that celebrates natural beauty and everyday confidence.
The ad film humorously reimagines a traditional ‘bride-seeing’ moment, with Sanya transforming the setting into a lively, influencer-style product review. Through her playful confidence, she highlights the cream’s nourishing qualities, concluding with Joy’s enduring message – Beautiful by Nature.
Sunil Agarwal, Co-founder and Chairman, RSH Global, said:
“Joy Skin Fruits Moisturising Cream has been part of Indian homes for generations, standing for trust and nourishment. This refreshed campaign brings its timeless charm to life in a fun, modern context while staying true to our brand’s ethos.”
Poulomi Roy, Chief Marketing Officer, RSH Global, added:
“Today’s skincare consumers seek authenticity, simplicity, and efficacy. Partnering with Sanya helps us bridge the gap between heritage and modernity, giving the brand renewed relevance among younger audiences.”
Expressing her excitement, Sanya Malhotra said:
“I’m delighted to collaborate with Joy once again. The Skin Fruits Cream has been a familiar favourite in many homes, and this campaign beautifully captures that emotional connection.”
The campaign will roll out across television, YouTube, and digital platforms, bringing Joy’s timeless skincare legacy to a new generation.
