Following a multi-agency creative pitch, Kolkata based Joy Cosmetics has appointed Happy Creative Services, Bangalore to lead the creative mandate for them.
The portfolio consists of multiple variants of Face Wash, Face Scrubs, Face Packs, Creams, Lotions and Shampoos, catering to different personal care requirements. The annual marketing spend on the portfolio is estimated to be around Rs 50 crore.
The retail footprint of the brand includes both general & most notable modern trade outlets across 23 Indian states. Rajasthan, Madhya Pradesh & Uttar Pradesh are the strongest markets. The brand is also available in Nepal, Bangladesh, Pakistan, Afghanistan, Sri Lanka, Middle East & Africa.
Bollywood actor and producer Anushka Sharma have been endorsing JOY Skin Fruits Face Wash range since 2012.
On the partnership with Happy, Poulomi Roy, Head Marketing Joy Cosmetics said, “The personal care market in India is still at a nascent stage in comparison to the developed countries and there is ample growth opportunity in years to come. JOY perhaps being one of the very few Indian companies who is purely into the personal care space and is here to stay as a prominent player. Keeping this objective in mind year 2015-16 is a crucial year for the company; some strategic alignments have taken place within the organization and also with our partners, having Happy on board is a part of this process. We believe the young energetic team of Happy will play a vital role to help brand JOY achieve its defined milestone.”
Speaking on the association, Kartik Iyer, CEO and Co-Founder of Happy Creative Services said, “It’s an honour to be chosen with a brand like Joy Cosmetics. The fact that they were open minded about working with an agency based in another city itself proves that they are a forward thinking organisation. We look forward to breaking some category codes and giving birth to a fresh new brand in the personal care space. And if you haven't cracked the Happy-Joy joke yet, we already have.”