Joy Personal Care, the Indian home-grown brand under the aegis of RSH Global, has launched its latest campaign in partnership with Kolkata Knight Riders (KKR), marking five years of collaboration between the two entities. The campaign, titled ‘Under The Same Sun’, reflects the evolution of a partnership that has focused on sustained engagement with players, fans and communities connected to cricket.
Centred on the shared values of grit, discipline and everyday hustle, the campaign draws parallels between cricket and daily routines. It leverages the cultural scale of the IPL to deepen audience engagement and build relevance across diverse consumer segments. By positioning cricket as a metaphor for life, the narrative aims to connect with audiences beyond match-day moments.
The campaign film features KKR players Ajinkya Rahane, Rinku Singh and Manish Pandey, blending visuals from stadium action, practice sessions, gully cricket and everyday urban work life. The storytelling alternates between high-energy match sequences and quieter, relatable moments, reinforcing the idea that life mirrors cricket as an ongoing test of resilience and consistency.
Extending the campaign into product innovation, the brand has introduced a limited-edition Joy x KKR sunscreen. The product has been co-created based on insights from KKR players, influencers and fan communities, aligning with the campaign’s focus on active lifestyles and outdoor exposure.
Sunil Agarwal, co-founder and chairman of Joy Personal Care (RSH Global), said: “Stepping into our fifth year with KKR marks a meaningful milestone in a partnership that has evolved through real engagement with players, fans, and communities around the sport. As a celebration of this journey, we are introducing a special edition product shaped by these insights, making it a seamless extension of the association. Our campaign ‘Under the Same Sun’, inspired by ‘Life’s a Pitch!’, a widely relatable metaphor, enables us to position the brand at the intersection of sport, performance, and everyday routines, driving stronger cultural relevance and long-term growth.”
Poulomi Roy, chief marketing officer of Joy Personal Care (RSH Global), added: “Life’s a Pitch!’ captures the cultural and emotional pulse of the game while reflecting our evolution as a brand from visibility to credibility. With Joy Personal Care and KKR sharing a long-standing association, our ‘Under The Same Sun’ campaign is built on a unifying idea that seamlessly connects cricket, outdoor life, everyday people, and fans through a shared experience. By leveraging insights gained through this partnership, we have crafted a narrative that feels authentic, relatable, and highly relevant to our consumers.”
Venky Mysore, chief executive officer of Kolkata Knight Riders, said: “Our association with Joy Personal Care has strengthened with each passing year, and this phase is particularly meaningful. It reflects a bond built on trust and shared values. The campaign captures how cricket extends beyond the field, touching people across cities and communities. We are proud to continue this collaboration for the fifth consecutive year, using the platform of the IPL to celebrate the spirit of the game and inspire people to show up and perform, no matter the pitch.”
The campaign will be amplified through a multi-platform strategy spanning television, digital, influencer collaborations and social media, ensuring wide reach and sustained engagement throughout the IPL season.
Joy Personal Care, from RSH Global, offers a portfolio across face washes, body lotions, face creams, shower gels, face serums and sunscreens. Shah Rukh Khan has served as brand ambassador for the face wash range since 2024. The brand has also collaborated with Sanya Malhotra, Medha Shankr, Mimi Chakraborty, Kriti Sanon, Anushka Sharma, Disha Patani, Bharti Singh, Mouni Roy and Mithila Palkar. As an associate sponsor of Kolkata Knight Riders for five consecutive years, the brand continues to leverage cricket’s scale to strengthen its marketing outreach.
