Mumbai: Joy Personal Care, the Indian home-grown personal care brand under the aegis of RSH Global, has unveiled a refreshing new TVC for its iconic Joy Skin Fruits Moisturising Cream, featuring the brand’s ambassador and celebrated actor Sanya Malhotra.
The campaign, created to celebrate the timeless legacy of Joy Skin Fruits Moisturising Cream, will be amplified across television, digital platforms, and social media, supported by influencer activations.
Renowned for providing deep moisturisation and a natural glow, the cream—enriched with apple and jojoba oil—offers 48-hour hydration, combats dullness, and keeps the skin soft, radiant, and non-sticky. Loved by generations, it continues to appeal to Gen Z consumers seeking authentic and effective skincare.
The light-hearted TVC, produced by Three Films, presents a playful twist on a classic “bride-seeing” moment. When the groom’s family quizzes Sanya about her talents, she surprises them by transforming the living room into a quirky influencer shoot setup. With her parents pitching in, she enthusiastically reviews Joy Skin Fruits Moisturising Cream, calling it an “OG product” that truly delivers. The film ends on a lively note with a joyful family dance, reinforcing the brand’s message — Joy Beautiful by Nature.
Sunil Agarwal, Co-founder and Chairman of RSH Global, said, “Joy Skin Fruits Moisturising Cream has always been more than just a product, it is a part of households that has consistently delivered on its promise of nourishment and trust. It enjoys a strong consumer demand and loyalty, which speaks volumes about its efficacy. With this new TVC, we wanted to highlight the product’s timeless relevance in a fun, contemporary way while staying true to our brand’s ethos. As a home-grown brand we see it as our responsibility to nurture such legacy products, ensuring they remain meaningful for evolving consumer needs. This reintroduction celebrates a product that has stood the test of time, reinforcing Joy’s position in the skincare category while strengthening its connection with consumers.”
Poulomi Roy, Chief Marketing Officer of RSH Global, added, “Consumer preferences in skincare are becoming more fragmented, with younger audiences prioritizing authenticity, effectiveness, and simplicity. Joy Skin Fruits Moisturising Cream, known for its ‘deep moisturisation’, has been a trusted choice for years. Bringing it back into the spotlight with Sanya Malhotra lends a fresh, contemporary perspective. Having collaborated with Sanya before, we know her relatability and authenticity resonate strongly with today’s consumers, especially Gen Z, who admire her individuality and confidence. This campaign bridges our legacy with the aspirations of a new generation, reaffirming Joy as a brand that evolves while staying true to its roots.”
Sanya Malhotra shared her excitement, “I’m thrilled to be a part of another exciting campaign for a brand I truly admire. Joy Skin Fruits Moisturising Cream has been a trusted part of Indian households for years. I’ve always loved using the product for the ‘deep moisturisation’ it provides, and shooting this campaign was a lot of fun — the playful twist in the film gives it a fresh, lively feel.”
The campaign reaffirms Joy Personal Care’s commitment to crafting authentic, home-grown skincare that balances tradition with modernity — celebrating a legacy product that continues to define trust, care, and radiance for today’s consumers.
