Joy Personal Care has appointed actor Tamannaah Bhatia to lead its lotion and cream portfolio, with the association centred on the brand’s Honey & Almonds Deep Nourishing Body Lotion.
The partnership will roll out through a multi-platform campaign spanning television, digital and social media, built around Joy Personal Care’s “Beautiful by Nature” philosophy, which aims to move beyond conventional definitions of beauty.
Sunil Agarwal, Co-founder and Chairman of Joy Personal Care (RSH Global), said the brand has grown from a homegrown skincare label into a larger personal care player while staying rooted in what consumers value. He noted that the association with Tamannaah marks a key step in strengthening the brand’s presence in the lotion and cream category, while giving the well-established Honey & Almonds range a fresh perspective aimed at a new generation of consumers.
Poulomi Roy, Chief Marketing Officer of Joy Personal Care (RSH Global), said beauty has often been framed through a narrow lens dictating how women should look, and that “Beautiful by Nature” pushes back against that idea. She added that Tamannaah embodies this ethos through her individuality and her ability to stay authentic while evolving over the years.
Tamannaah Bhatia said beauty means something different to everyone, and that she has learnt to embrace that idea rather than chase perfection, adding that this perspective is what drew her to the partnership with Joy Personal Care.
