Joy Personal Care, an Indian home-grown personal care brand, under the aegis of RSH Global, recently unveiled a new campaign highlighting its product Joy Lemon Facewash featuring Shah Rukh Khan and actress Sanya Malhotra. Joy Lemon Facewash looks to rejuvenate the skin with Active Fruit Boosters. It is infused with crushed fruity lemon milli globules.
The film featuring Khan and Malhotra communicates about the ‘Day and Night’ usage of the product. The aim is to capture Joy’s promise to care for skin round the clock. The film looks to further highlight Joy Lemon Face Wash, packed with its fresh lemon scent and skin-friendly ingredients, as the perfect skincare buddy.
Medianews4u.com caught up with Poulomi Roy, CMO, Joy Personal Care (RSH Global) to find out about the company’s plans.
Q. What goals has the company set for this year? What is the gameplan to get there?
We are targeting a revenue of approximately 750 crore for FY 2025. To attain this goal, we plan to strengthen our presence in our core categories, with premiumisation being an integral part of our growth strategy. Additionally, we aim to expand our retail footprint across markets
Q. What are going the focus areas from an advertising and marketing point of view this year?
This year, our focus areas in advertising and marketing revolve around increasing brand awareness and recognition among our target audience. We are prioritizing enhancing our digital presence to align with the evolving landscape of the digital era aiming to boost online visibility and engagement. In addition to this, we aim to strengthen and widen our focus in key markets such as West Bengal and Maharashtra to forge deeper connections with the local communities. Furthermore, we are committed to a focussed CSR activities ensuring they align with our core values and make a meaningful impact on society’s well-being.
Q. Will your marketing spends increase this year? Kindly elaborate.
Yes, this year we plan to increase our marketing spending by 20-25%. This decision highlights our commitment to continuously engage with and understand our consumers through innovative initiatives and determined efforts.
Q. What are the key marketing vehicles that you use? Tv, print, radio BTL etc.
With an aim to improve brand awareness and reaching our target audience, we intend to enhance our presence across multiple channels, including TV that includes TV and digital marketing platforms such as Meta, Moj, Google. Activations will also be key component of our marketing approach. AdContent marketing will play a significant role in our strategy across these platforms.
Additionally, we will also use outdoor media for our campaigns and are exploring cinema advertising opportunities in both single-screen and multiplexes to ensure maximum visibility and impact.
Q. What role will cricket and sports play for you?
In our country, General Entertainment Channels (GEC) and cricket in sports holds a significant importance in the lives of people. Sports, particularly cricket, acts as a powerful media property, effectively reaching a wide audience. Moreover, our sponsorship of the Women’s Premier League (WPL) and collaboration with Kolkata Knight Riders (KKR) is a testament to our commitment to cricket and gender equality.
Q. For the WPL was there a bigger goal beyond eyeballs?
India is going to become a 5 trillion economy in the future. We believe that women will come to the forefront and play an important role in the growth of our country. Hence, it is evident that we plan to strengthen our presence in our core categories, with premiumization being an integral part of our growth strategy. Additionally, we aim to expand our retail footprint across markets.
Q. During the IPL will you use Hindi GECs which serve as counter programming? Or will you be involved in the IPL?
No, we will not use counter-programming as a part of our media plan during the IPL. We are taking an associate sponsorship in IPL as a media property. This year marks our third consecutive year as an associate sponsor for KKR in the IPL. Additionally, we will unveil a TV commercial featuring SRK during the IPL season.
Q. What role is AI playing for you in making decisions from marketing to improving the product
Our agencies leverage AI tools to analyse data and communication effectively which help us to gain deeper insights and make informed decisions.
Q. In a competitive category what is the key to standing out?
In a competitive category, standing out requires diverse for a brand. One can do the following consistently to stand out.
- Great quality product. Consistent quality control.
- Understand consumer needs on a regular basis
- No attempt to retrofit consumer needs with brand proposition.
- Reaching out to target audiences in multiple media platforms.
- Focus on relevant associations/activities to reach out to target consumers.
Q. Is social media becoming more important?
Social media is very prevalent and important in the lives of consumers nowadays. Therefore it is imperative as marketers to focus on social media platforms for engaging with consumers.
Q. There has been controversy in the past over ads by some companies that pushed and equated women being fair to being attractive. Your views?
Historically, society held a narrow view of women and their beauty. Recognition of the diverse forms of attractiveness in women has been lacking. While there are gradual shifts in the mind-set, progress is occurring slowly.
