In an attempt to challenge traditional ideas around masculinity and personal grooming, Joy Personal Care has joined hands with the Kolkata Knight Riders (KKR) for a new campaign launched during the Indian Premier League (IPL) season. From what is understood, this marks the fourth consecutive year of collaboration between the homegrown skincare brand and the popular IPL franchise.
The campaign centers around a high-energy rap music video featuring KKR players Manish Pandey, Venkatesh Iyer, and Harshit Rana. With its standout line — “Who says sporty banda lagna chahiye rough?” — the video flips the script on what it means to be masculine in the world of sports. It suggests that taking care of one’s appearance and skin isn’t at odds with being athletic or tough, and that confidence on the field can go hand-in-hand with personal grooming.
Rather than positioning skincare as a traditionally gendered activity, the campaign presents it as an essential aspect of self-respect and discipline, attributes that resonate with sportsmanship. It encourages male audiences, especially younger fans, to reconsider outdated views of masculinity that discourage open conversations about self-care.
“Our partnership with KKR is a testament to our commitment to challenging stereotypes and promoting inclusivity. Cricket in India is more than just a sport—it’s a cultural phenomenon. By associating with KKR during IPL for the fourth year, we aim to reach audiences across boundaries and inspire them to rethink traditional narratives around masculinity and self-care. Skincare is often seen as a woman’s domain, but this campaign aims to change that perception. With IPL as the backdrop and strong digital amplification, we hope to drive meaningful conversations and reshape societal views,” Sunil Agarwal, Co-founder and Chairman, Joy Personal Care (RSH Global), said.
“At Kolkata Knight Riders, we’ve always believed in breaking boundaries both on and off the field. Our partnership with Joy Personal Care represents our shared commitment to challenging outdated stereotypes and embracing progressive values. Cricket players are athletes who understand the importance of holistic self-care, including skincare. This campaign beautifully illustrates that being tough on the pitch and caring about your appearance are not mutually exclusive. We’re proud to continue this meaningful collaboration for the fourth consecutive year, using the platform of IPL to inspire positive change in how we perceive masculinity and self-care,” Venky Mysore, CEO and Managing Director, KKR and CEO of Red Chillies Entertainment Pvt. Ltd, said.