Mumbai: Joy Personal Care, part of RSH Global, has launched a new summer television campaign for its Hydra Refresh Gel, featuring brand ambassador Sanya Malhotra.
Designed for rising temperatures and fast-paced lifestyles, the Hydra Refresh Gel promises instant hydration with a lightweight, non-sticky formula that delivers up to 48-hour moisture. The campaign highlights the product’s relevance during intense summer conditions, focusing on comfort and ease of use.
The TVC unfolds on a sweltering day, capturing a relatable moment of heat-induced skin fatigue. As the discomfort builds, Sanya Malhotra enters with a refreshing presence, introducing the gel as a quick and effective solution. The narrative blends humour and relatability, transforming a moment of exhaustion into a feel-good experience, reinforcing the brand’s positioning around effortless everyday skincare.
Commenting on the launch, Sunil Agarwal, Co-founder and Chairman of RSH Global, said, “As India braces for soaring temperatures and an intense summer ahead, the need for skincare that delivers effective, non-sticky hydration becomes even more relevant. Consumers today are looking for solutions that are light, comfortable, and easy to use through the day. Hydra Refresh Gel is designed to meet this need with a lightweight, non-sticky formulation that fits seamlessly into everyday routines. It reflects our continued focus on creating high-quality, affordable products that stay aligned with evolving consumer expectations.”
Poulomi Roy, Chief Marketing Officer at RSH Global, added, “With summer setting in, there’s a long-held belief that drinking more water is enough for hydrated, glowing skin. While hydration is important, it doesn’t always translate into visible results. Consumers today are looking for solutions that deliver effective, non-sticky hydration, especially in hot and humid conditions. This campaign builds on that insight, bringing the product’s effectiveness to the forefront in a relatable way. Hydra Refresh Gel continues to demonstrate strong relevance in the category, strengthening its presence this summer, while Sanya’s strong connect with audiences further enhances the campaign’s impact.”
Sharing her experience, Sanya Malhotra said, “Working with Joy Personal Care has always been a truly enjoyable experience. I’m delighted to be part of yet another campaign with the brand, especially one that feels so relatable and rooted in everyday moments. What I really enjoy about the product is how effortlessly it fits into everyday routines, especially during the summer when your skin needs hydration without feeling heavy.”
Marking the product’s television debut, the campaign will be amplified across digital and social platforms to drive wider engagement during the summer season.
With this launch, Joy Personal Care continues to strengthen its portfolio by combining innovation with everyday relevance, reinforcing its commitment to delivering simple, dependable skincare solutions tailored to evolving consumer needs.
