Mumbai | Leading Indian skincare brand Joy Personal Care, part of the RSH Global Group, has launched its new digital campaign titled ‘Sisterhood’, celebrating the spirit of mutual support and collective growth among women. Rolled out during the ongoing Women’s Premier League (WPL), the campaign highlights the strong bonds shared by women cricketers both on and off the field.
As part of its skincare category partnership with the UP Warriorz franchise, the ‘Sisterhood’ campaign showcases everyday moments of encouragement, care and camaraderie among players. Through this initiative, the brand reiterates its long-standing commitment to women’s empowerment, inclusivity and diversity, positioning itself as more than just a sponsor, but as a companion in women’s journeys.
The campaign draws attention to ‘Sisterhood’ as a cultural reality deeply rooted in women’s sports. It reflects the quiet yet powerful strength of standing together through pressure, discipline, ambition and vulnerability. From celebrating each other’s successes to offering emotional support during setbacks, the campaign portrays how collective achievement often takes precedence over individual milestones in women’s teams.
The ‘Sisterhood’ narrative comes alive through a series of films released throughout the WPL season featuring UP Warriorz players Deepti Sharma, Harleen Deol and Phoebe Litchfield, along with influencer Methika Dwivedi. These films capture moments of friendship, humour, match-day rituals and emotional solidarity that define true team spirit.
Sunil Agarwal, Co-founder and Chairman of Joy Personal Care (RSH Global), said the brand is proud to continue its association with UP Warriorz for another season. “Empowering women has always been at the core of our purpose. The ‘Sisterhood’ campaign celebrates the strength that emerges when women support one another, and we are honoured to stand with players who represent resilience, ambition and collective growth,” he said.
Echoing similar sentiments, Paulomi Roy, Chief Marketing Officer, Joy Personal Care, said the campaign reflects a larger cultural shift in women’s sports. “The real power lies in unity—when women come together, support each other under pressure and celebrate shared success. This movement goes beyond sport and mirrors how women lead and collaborate in everyday life,” she noted.
Kshemal Waingankar, COO of Capri Sports, which owns UP Warriorz, said, “A team’s true identity is shaped not just by talent, but by how players stand by each other every day. ‘Sisterhood’ captures the quiet courage, shared learning and collective ambition that drive women’s sport forward.”
With this campaign, Joy Personal Care aims to champion the message that when women uplift women, the impact resonates far beyond the boundary lines of sport.
