Joy Personal Care, a home-grown personal care brand from the aegis of RSH Global announced Sushant Divgikar as a brand ambassador for its flagship winter product Honey and Almond Body Lotion. As a part of the announcement, the brand unveiled a digital video commercial, embracing equality, transcending gender boundaries and challenging conventional beauty norms. The DVC emphasises the brand’s core of ‘Beautiful by Nature’. Sushant Divgikar, a renowned actor/singer/performer/model who identifies as a Trans person will be featured in the DVC, supporting the LGBTQ community.
“Bringing Sushant Divgikar on board aligns perfectly with our core thought of inclusivity, where the key focus is to emphasise that skincare is accessible to all individuals, regardless of their identity. The DVC encompasses inclusivity and breaks the preconceived notion, further reshaping our perspective on beauty by welcoming everyone and transforming the way we think about it. And we hope this campaign resonates with the idea that skincare doesn’t differentiate between genders, colour, body size or shape and that it is deeply ingrained with the idea of embracing each individual,” Poulomi Roy, chief marketing officer, RSH Global, said.
With the campaign, Joy Personal Care highlights a message of openness and variety within the realm of beauty. It emphasises that authentic beauty extends beyond societal expectations and gender norms. The DVC presents the Joy Honey and Almond Nourishing Body Lotion, emphasising its role in nurturing the skin. Honey and almonds have held a prominent place in Indian culture due to their nourishing properties. Even with the emergence of trendy Western ingredients, they continue to maintain their significance for the people of India.
“This collaboration represents a significant stride in ensuring visibility and recognition for people irrespective of their gender, while the DVC actively works on reducing the stigmatization and stereotypes associated with our community. It instils hope in our hearts and is an honour to represent a brand that cherishes diversity and self-expression,” Sushant Divgikar, said.
The DVC will be amplified on digital platforms and social media channels along with influencer marketing activity ensuring that its message reaches a wide and diverse audience.