Joy Personal Care, part of RSH Global, has launched a new digital campaign titled ‘Behenhood’ during the Women’s Premier League, aligning with its ongoing association with the UP Warriorz. The campaign centres on the idea of women supporting and uplifting one another, using women’s cricket as a culturally relevant platform to express the brand’s commitment to empowerment, inclusivity and shared success.
Timed with the WPL season, ‘Behenhood’ is positioned not as a short-term promotional idea but as a reflection of a long-standing cultural reality within women’s sport. The campaign draws attention to the everyday acts of encouragement, care and solidarity that exist within women’s teams, both on and off the field. From celebrating small wins to standing together during setbacks, the narrative highlights collective strength over individual recognition.
From a brand perspective, Joy Personal Care uses the campaign to move beyond logo visibility and traditional sponsorship messaging. Through ‘Behenhood’, the brand presents itself as an ally to women’s ambition, aligning skincare with confidence, care and emotional support rather than surface-level associations. The storytelling approach is designed to create resonance with audiences who value authenticity and shared progress.
The campaign is being rolled out through a series of digital films released across the season, featuring players from the UP Warriorz. The first digital video commercial includes Deepti Sharma, Harleen Deol and Phoebe Litchfield, along with influencer Meethika Dwivedi. The film captures candid moments such as match-day routines, informal conversations, humour and emotional check-ins, offering viewers a behind-the-scenes look at what sisterhood looks like in practice within a professional sporting environment.
By focusing on real interactions rather than scripted hero moments, the campaign reinforces the idea that ‘Behenhood’ is lived daily. The films aim to build relatability and sustained engagement, particularly among younger audiences who follow women’s sport and digital-first content. The use of social platforms ensures the campaign integrates naturally into existing conversations around the WPL.
Sunil Agarwal, co-founder and chairman at Joy Personal Care, said: “We are proud to continue our association with the UP Warriorz for a new season. Empowering women has always been central to our purpose, and Behenhood campaign is our way of celebrating the strength that comes from women supporting one another. We’re proud to back athletes who embody resilience, ambition, and collective growth, and to stand alongside the UP Warriorz as they continue to inspire both on and off the field.”
Poulomi Roy, cmo at Joy Personal Care, highlighted the strategic thinking behind the campaign. “The idea behind our campaign Behenhood comes from what we see in sport today, especially in women’s cricket. For a long time, we celebrated individual excellence, but what’s truly powerful is seeing women come together as a team, backing each other through pressure, celebrating every win big or small, and standing strong in difficult moments,” she said. Roy added that the campaign reflects a broader cultural shift in how women collaborate, lead and grow together beyond sport.
From the team’s perspective, the partnership aligns closely with its values. Kshemal Waingankar, coo at Capri Sports, which manages the UP Warriorz, said: “At UP Warriorz, we believe that what truly defines a team is not just talent, but the way players show up for one another every single day. ‘Behenhood’ captures that spirit perfectly.”
With this campaign, Joy Personal Care leverages the reach and relevance of women’s cricket to deliver a message rooted in everyday behaviour and shared values. ‘Behenhood’ reinforces the brand’s long-term positioning around care and confidence, while using sport as a credible and emotionally engaging platform to connect with women year-round.
