Celebrating timeless skincare with a fresh, modern twist
Mumbai: Indian homegrown personal care brand Joy Personal Care, under RSH Global, has unveiled a vibrant new television commercial (TVC) for its iconic Skin Fruits Moisturising Cream, starring versatile Bollywood actor Sanya Malhotra.
Known for its deep moisturisation and healthy glow, the Joy Skin Fruits Moisturising Cream has been a household favourite for decades. Enriched with apple and jojoba oil, the cream promises 48-hour hydration, leaving the skin soft, radiant, and non-sticky. The new campaign celebrates this timeless product while reconnecting with the Gen Z audience who value both authenticity and performance.
In the ad, Sanya Malhotra perfectly embodies Joy’s philosophy of “trusted performance with a modern touch.” Her natural charm and relatability make her an ideal face for the brand, representing the bridge between tradition and contemporary skincare.
The TVC unfolds in a light-hearted family setting that humorously reimagines a traditional “arranged marriage” scenario. When the prospective groom’s mother inquires about Sanya’s household skills, Sanya playfully transforms the room into a lively influencer studio—with her parents assisting in setting up lights, tripods, and cameras. Confidently, she begins reviewing Joy’s Skin Fruits Moisturising Cream, emphasizing her belief in promoting only the “OG products that truly work.” Her wit and confidence leave everyone amazed while reaffirming Joy’s promise of authentic beauty.
The commercial concludes on a cheerful note with the entire family dancing together, showcasing the brand’s tagline: “Joy – Beautiful by Nature.” The campaign will run extensively across television, YouTube, digital platforms, social media channels, and influencer networks.
Sunil Agarwal, Co-founder and Chairman of RSH Global, said:
“Joy Skin Fruits Moisturising Cream has always been more than a product—it’s part of Indian households, symbolising nourishment and trust. This new TVC highlights its timeless relevance in a fun and contemporary way while preserving the brand’s essence. As a proudly Indian brand, our responsibility is to keep traditional favourites meaningful for evolving consumer needs.”
Poulomi Roy, Chief Marketing Officer at RSH Global, added:
“Consumer preferences in skincare are rapidly evolving. Today’s youth value authenticity, effectiveness, and simplicity. By bringing Sanya Malhotra to the forefront, we’re giving a beloved product a new, modern lens. This campaign connects our legacy with the aspirations of a new generation.”
Sharing her excitement, Sanya Malhotra said:
“I’m thrilled to be part of this refreshing campaign. Joy Skin Fruits Moisturising Cream has been a trusted favourite in Indian homes for years. Shooting this TVC was a fun and lively experience that truly reflects the brand’s youthful energy.”
The TVC has been produced by Tree Films, blending Joy’s heritage with a spirited, contemporary narrative that celebrates beauty, confidence, and joy—naturally.
