Joy Personal Care, under RSH Global, has announced Sushant Divgikar, a prominent figure in the LGBTQ community, as the brand ambassador for its Honey & Almond Body Lotion. This decision marks a pivotal moment in the Indian personal care industry, challenging traditional beauty standards and embracing a more inclusive approach.
Digital Campaign: A Message of Inclusivity
The brand’s digital video commercial (DVC) featuring Divgikar is not just an advertisement but a statement. It transcends gender boundaries and redefines beauty, aligning with the brand’s ethos of ‘Beautiful by Nature’. This campaign is a bold step towards inclusivity, resonating with a message that beauty is not confined by societal norms.
The Timeless Appeal of Honey and Almonds
Highlighting the nourishing properties of honey and almonds, integral to Indian culture, the DVC positions the Joy Honey and Almond Nourishing Body Lotion as a product that nurtures the skin for everyone. Despite the influx of Western ingredients, these traditional elements continue to hold their ground, symbolizing the blend of heritage and modernity in Indian skincare.
Widening the Reach
Joy Personal Care is set to amplify this campaign across digital platforms and social media, coupled with influencer marketing strategies. This approach ensures the message of diversity and openness in beauty reaches a broad and varied audience.
Sunil Agarwal, Chairman of RSH Global, emphasizes the importance of the winter season for skincare products. He notes, “For our flagship Honey & Almond body lotion, this season is crucial. We aim to showcase a unique perspective with our partnership with Sushant, supporting the transgender community and challenging conventional beauty ideals.”
Poulomi Roy, Chief Marketing Officer at RSH Global, adds, “Sushant Divgikar’s involvement aligns with our core value of inclusivity. This campaign reshapes our perspective on beauty, emphasizing that skincare is for everyone, irrespective of gender, color, or body type. It’s time for brands to represent the transgender community and break away from stereotypical beauty standards.”
A Step Towards Change
Sushant Divgikar expresses delight in this collaboration, stating, “Partnering with JOY Personal Care to promote the message that beauty knows no boundaries is a significant stride towards visibility and recognition for people of all genders. This DVC is a beacon of hope and an honor to represent a brand that values diversity and self-expression.