Joy Personal Care, part of RSH Global, has unveiled a new television campaign for its Hydra Refresh Gel, featuring brand ambassador Sanya Malhotra. The campaign is designed to align with rising summer temperatures, positioning the product as a lightweight, fast-absorbing hydration solution suited to hot and humid conditions.
The TVC builds its narrative around a relatable summer scenario, opening on a sweltering day where a character struggles with heat-induced skin fatigue. As discomfort intensifies, Malhotra enters the frame, shifting the tone with a breezy, reassuring presence. The storyline introduces the Hydra Refresh Gel as an instant solution, focusing on its ultra-light texture and ability to replenish heat-stressed skin.
The film transitions from fatigue to relief, using a light-hearted and feel-good storytelling approach to convey the product’s functional benefits. The campaign reinforces the brand’s messaging around ‘effortless everyday skincare’, combining relatability with a visually refreshing narrative to engage consumers during the peak summer period.
The campaign leverages seasonal relevance and consumer insight. It addresses the common perception that increased water intake alone ensures hydrated skin, positioning the product as a complementary topical solution. This insight-led approach forms the core of the campaign’s communication strategy, ensuring the product’s efficacy is foregrounded within an everyday context.
Sunil Agarwal, co-founder and chairman, RSH Global, said, “As India braces for soaring temperatures and an intense summer ahead, the need for skincare that delivers effective, non-sticky hydration becomes even more relevant. Consumers today are looking for solutions that are light, comfortable, and easy to use through the day. Hydra Refresh Gel is designed to meet this need with a lightweight, non-sticky formulation that fits seamlessly into everyday routines. It reflects our continued focus on creating high-quality, affordable products that stay aligned with evolving consumer expectations.”
Poulomi Roy, chief marketing officer at RSH Global, added, “With summer setting in, there’s a long-held belief that drinking more water is enough for hydrated, glowing skin. While hydration is important, it doesn’t always translate into visible results. Consumers today are looking for solutions that deliver effective, non-sticky hydration, especially in hot and humid conditions. This campaign builds on that insight, bringing the product’s effectiveness to the forefront in a relatable way. Hydra Refresh Gel continues to demonstrate strong relevance in the category, strengthening its presence this summer, while Sanya’s strong connect with audiences further enhances the campaign’s impact.”
Malhotra said, “Working with Joy Personal Care has always been a truly enjoyable experience. I’m delighted to be part of yet another campaign with the brand, especially one that feels so relatable and rooted in everyday moments. What I really enjoy about the product is how effortlessly it fits into everyday routines, especially during the summer when your skin needs hydration without feeling heavy.”
The campaign marks the product’s television debut and will be supported by a multi-platform rollout across digital and social media channels to extend reach and engagement. This integrated approach reflects the brand’s focus on maximising visibility during a high-demand seasonal window.
Joy Personal Care continues to position itself around simplicity and accessibility, using celebrity-led storytelling and culturally relevant moments to strengthen its presence in the skincare category. The brand’s wider marketing ecosystem includes associations with celebrities such as Shah Rukh Khan and partnerships with sports franchises in the IPL, reinforcing its visibility across entertainment and sports platforms.
