RSH Global unveils ‘Skin of Courage’ campaign in association with ‘Chhappaak’

Apart from the co-branded TVC, a special screening of the movie will be held for over 200 acid attack survivors

e4m by exchange4media Staff
Updated: Jan 14, 2020 10:30 AM

RSH Global under its brand name of ‘Joy’ has launched a new range of product suitable for the sensitive skin of acid attack survivors, JOY Sensitive.

The brand has unveiled a campaign ‘Skin of Courage’ and will undertake various initiatives under the same including employment drive for acid attack survivors, association with movie ‘Chhappaak’ supported by on-air and digital promotions.

Speaking about this range, Sunil Agarwal, Chairman, RSH Global said, “Globally, India tops for acid attacks and the existing products for the hyper sensitive skin of acid attack survivors are either rare, expensive or from derma category. Therefore, affordability played a major role in the product development – ‘Joy Sensitive’.”

Poulomi Roy, Chief Marketing Officer, RSH Global, said, “Make good quality product accessible to all at affordable price, has been the company’s purpose of existence. This project is a manifestation of the same and skin of courage campaign is a testimony of marketing with a purpose.”

“Chhapaak releasing during the launch of ‘Joy sensitive’, triggered an association which was much beyond the usual promotions and the celebrity quotient. Apart from the co-branded TVC, we are organising a special screenings of the movie for over 200 acid attack survivors. We are also in the process of starting off a nationwide employment drive for acid attack survivors by associating with a NGO as a part of the campaign. The cause will be extensively promoted digitally as well.”

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