} Joy Personal Care Ropes In Mithila Palkar For Their All New Campaign

Joy Personal Care from the house of RSH Global, recently launched a new TVC campaign with Mithila Palkar to promote its range of face wash with natural extracts. 

Talking about the campaign and signing Mithila and Divyendu, Poulomi Roy- Chief Marketing Officer- RSH Global said, “According to our estimates, Facewash in India is a  Rs.1600 Cr. category and largely the user base is youth hence connecting with them is crucial. We have chosen Mithila and Divyendu for this campaign as they have immense influence over the younger generation and bring a fresh youthful vibe to Joy and we are confident that the youth will be able to connect with them and the story. Simultaneously as a brand, we do not believe in creating artificial standards for beauty, instead, we strongly promote our philosophy of being ‘beautiful by nature’ and the communication in this TVC also revolves around the same. We see a great interest in natural based products amongst the youth and all Joy products are made from natural extracts which helps in maintaining healthy skin.”

New age content has been hailed by the youth of the country and Mithila Palkar and Divyendu Sharma, the two rising stars who have become synonymous to the new age content have great influence over the youth.

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