Mithila Palkar is the face of Joy Mineral Suncreen

The brand has also launched an integrated campaign that will have multiple legs including, print ads and multi-city activations

e4m by exchange4media Staff
Updated: Jun 25, 2020 5:29 PM
Mithila Palkar

RSH Global Private Limited, a leading Indian personal care company, under the aegis of its brand Joy, announced the launch of new Joy Mineral Sunscreen with natural chemical-free SPF. Additionally, Joy also signed digital sensation, Mithila Palkar as its brand ambassador for the Sunscreen category. 

Joy Personal Care is one of the largest sunscreen players in India with around 20% market share in terms of volume. With the launch of Mineral Sunscreen, Joy aims to further strengthen its presence in the sunscreen category.  What makes this sunscreen stand out from the rest is its natural chemical-free SPF formulation of the product which will be available at competitive pricing. 

The campaign for the mineral sunscreen focuses on making sunscreen a daily skincare routine. In the campaign, Mithila highlights how she is picky about natural elements in her life, right from natural soap to organic tea and veggies. She is also bullish about natural products when it comes to skincare and hence, a Joy mineral sunscreen with natural chemical-free SPF is an absolute daily skincare routine. 

Sunil Agarwal, Chairman, RSH Global, said “Today consumers are becoming increasingly aware of the prolonged effects of UVA & UVB rays on the skin and hence, consideration for broad-spectrum protective sunscreen is on the rise. Therefore, the campaign focuses on making sunscreen a daily skincare routine -  an innovative skin-friendly product. The concept of ‘Mineral sunscreen’ or ‘No chemical sunscreen’ is new in the mass category and has wider significance in the derma category. Zinc oxide being an inorganic compound is one of the key ingredients of this sunscreen, it works on the concept of ‘reflectance technology’ and provide broad-spectrum protection from UVB and UVA rays by sitting atop the skin & physically block the rays from getting absorbed into the skin. We’re very optimistic about our new offering in the sunscreen category and are sure that the edge that the product has over the other alternatives would be apparent to the consumers.” 

Poulomi Roy, CMO, RSH Global, said “New age content has been hailed by the youth of the country and Mithila Palkar has become synonymous with the new age content. She has nationwide popularity and that’s what mattered when we signed her for the brand. She has a great influence over the youth and we believe that she will bring a fresh youthful vibe to Joy and the sunscreen category. We are confident that the youth will be able to connect with our brand and the campaign story.  The narrative of the ad is extremely clear & relatable. In our life when most of us make sure that we lean to natural products, why not think natural even while choosing a sunscreen!” 

Mithila Palkar, newly signed brand ambassador for sunscreen category, said, “Thrilled to endorse the second product of Joy Personal care. A sunscreen is a part of my daily skin care routine & that’s what the TVC is all about, the difference is in the product. The concept of ‘Mineral sunscreen’ or ‘No chemical sunscreen’ is very innovative. A 100% natural SPF is something that we all would look forward to. ” 

The integrated campaign will have multiple legs including, print ads and multi-city activations. 

Joy Personal Care has a range of natural based non-oily sunscreen offerings that provide broad-spectrum UVA + UVB protection. This product range includes Joy Hello sunscreen SPF20 with Raspberry seed oil; Joy Hello Sun Sunscreen SPF30 with Carrot seed oil & Chamomile extracts; Joy Hello Sun sunscreen SPF40 which has Papaya & Saffron extracts, and Joy Hello Sun Tinted sunscreen SPF5

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