Mumbai: Joy Personal Care (JOY), an Indian skincare brand from the house of RSH Global, has unveiled its latest digital campaign, ‘Behenhood’, during the Women’s Premier League (WPL), celebrating the power of women uplifting one another. Rolled out as part of UP Warriorz’s ongoing association with Joy Personal Care’s skincare category, the campaign underscores the brand’s commitment to women’s empowerment, inclusivity, and diversity.
Rooted in a cultural truth deeply embedded in women’s sport, Behenhood highlights the everyday moments of support, resilience, and collective ambition that define women’s teams. From celebrating each other’s victories to standing together through setbacks, the campaign brings to life the quiet strength of sisterhood that exists on the field, in the dressing room, and beyond the spotlight.
The campaign will unfold through a series of digital films released across the WPL season, featuring players from the UP Warriorz. The first digital video commercial (DVC) stars Deepti Sharma, Harleen Deol, and Phoebe Litchfield, along with influencer Meethika Dwivedi, offering a candid glimpse into match-day rituals, camaraderie, humour, and emotional support that characterise true Behenhood.
Sunil Agarwal, Co-founder and Chairman, Joy Personal Care (RSH Global), said, “We are proud to continue our association with the UP Warriorz for a new season. Empowering women has always been central to our purpose, and Behenhood campaign is our way of celebrating the strength that comes from women supporting one another. We’re proud to back athletes who embody resilience, ambition, and collective growth, and to stand alongside the UP Warriorz as they continue to inspire both on and off the field.”
Poulomi Roy, CMO, Joy Personal Care (RSH Global), added, “The idea behind our campaign Behenhood comes from what we see in sport today, especially in women’s cricket. For a long time, we celebrated individual excellence, but what’s truly powerful is seeing women come together as a team, backing each other through pressure, celebrating every win big or small, and standing strong in difficult moments. That shift on the field reflects a deeper cultural change, one that goes beyond sport and into how women lead, work, and grow together every day. This campaign isn’t about spotlight moments; it’s about supporting a collective spirit year-round, where confidence grows through care and success matters more when it’s shared.”
Commenting on the partnership, Kshemal Waingankar, COO, Capri Sports, said, “At UP Warriorz, we believe that what truly defines a team is not just talent, but the way players show up for one another every single day. ‘Behenhood’ captures that spirit perfectly, the quiet encouragement, shared learnings, and collective ambition that power women’s sport. Our partnership with Joy Personal Care feels meaningful because it celebrates these values beyond the boundary line, reinforcing the idea that when women support women, the impact reaches far beyond the game.”
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