Home-grown personal care brand Joy, part of RSH Global, has rolled out a new advertising campaign for its Lemon Facewash, with Bollywood actor Shah Rukh Khan and actress Sanya Malhotra at the forefront. The campaign aims to position the product as a summer skincare essential, addressing common concerns like dullness, clogged pores, and breakouts caused by India’s humid climate.
The television commercial presents a light, conversational moment between the two actors. Sanya Malhotra is seen applying a face mask when Khan walks in, puzzled. In a playful exchange, Malhotra mimics Khan’s signature pose, prompting him to introduce Joy Lemon Facewash as an alternative for fresh, clear skin. The facewash, according to the brand, contains lemon extracts, fruit boosters, and crushed milli globules intended to cleanse impurities and rejuvenate the skin without harsh chemicals.
The campaign will be promoted across television, YouTube, social media, and other digital platforms.
“I’m thrilled to continue my association with Joy Face Wash.. Skincare is crucial, especially in summer, and Joy’s natural formulas effectively address common skin concerns. I appreciate their focus on real beauty and practical solutions. Great to be part of their journey again!” Shah Rukh Khan said.
Joy Personal Care has been expanding its portfolio in line with consumer demand for nature-based, everyday skincare solutions. “Joy Lemon Facewash, our flagship summer-centric product, is specially crafted for India’s unpredictable tropical climate. Designed to tackle the challenges of sultry summers, where excess sweat leads to clogged pores and dullness, this nature-based facewash provides a gentle yet effective solution, cleansing deeply without causing dryness. With Shah Rukh Khan and Sanya Malhotra coming together once again, our campaign aims to resonate with a wide audience, emphasising the efficacy and everyday relevance of Joy Lemon Facewash in a summer skincare routine,” Sunil Agarwal, co-founder and chairman of Joy Personal Care (RSH Global), stated.