Joy Personal Care, a home-grown Indian brand under RSH Global, has launched a new television commercial for its Ubtan Face Wash, featuring brand ambassador Shah Rukh Khan alongside Sanya Malhotra. The campaign focuses on positioning the product as a simple, effective skincare solution tailored to everyday consumer needs, particularly during summer when concerns such as tan and dullness increase.
The product formulation centres on traditional ubtan ingredients, including turmeric, saffron and sandalwood, and is designed to offer cleansing benefits while addressing tanning and restoring natural glow. The campaign builds on these functional attributes by embedding them within a relatable retail scenario that reflects consumer behaviour at the point of purchase.
The TVC narrative opens in a retail environment where Malhotra is seen browsing through multiple face wash options. Faced with an array of choices, she searches for a product that combines a premium feel with efficacy in tackling tan. The storyline captures the confusion often associated with crowded skincare shelves, before introducing a moment of clarity through Khan’s entry. With a conversational and light tone, he positions Joy Ubtan Face Wash as a straightforward, no-fuss option, reframing the decision-making process into a simple and confident choice. The film uses playful banter to maintain engagement while reinforcing product benefits.
Sunil Agarwal, co-founder and chairman, Joy Personal Care (RSH Global), said, “As summer sets in and exposure to sun and heat intensifies, skincare concerns like tan and dullness become more pronounced. In a market full of choices, we see consumers increasingly seeking solutions that are both meaningful and effortless. People today are looking for products that deliver visible results while remaining easy to incorporate into daily routines. Joy Ubtan Face Wash has been thoughtfully developed with this insight at its core, reflecting our commitment to delivering trusted natural ingredients through effective and accessible everyday skincare solutions.”
Poulomi Roy, chief marketing officer, Joy Personal Care (RSH Global), highlighted the shift in consumer expectations and how the campaign responds to it. She said, “Today’s skincare landscape has moved beyond basic cleansing, with consumers seeking solutions that feel intuitive, relevant, and easy to adopt in their everyday routines. Concerns like tan and dullness are top of mind, with a clear preference for products that deliver a healthy glow. Through this campaign, we’ve brought that insight to life in a simple and engaging way, showing how Joy Ubtan Face Wash makes traditional skincare easy and effective. Shah Rukh Khan and Sanya Malhotra adds relatability and charm to this campaign, helping the product connect more strongly with audiences while reinforcing its place in daily skincare routines.”
Khan added, "Working on this campaign for Joy Ubtan Face Wash was truly enjoyable, and collaborating with Sanya Malhotra always brings a fresh, vibrant energy to the set. What I really like is the simplicity of the idea. It takes an everyday concern like tan and presents it in a light, relatable way, while naturally showing how JOY facewash fits in as an easy, effective solution.”
Malhotra said, “Shooting JOY campaigns with Shah Rukh Khan has always been a truly delightful. The playful moments in the store, where he brings his signature charm while introducing me to Joy Ubtan Face Wash, made the experience all the more memorable. What I love is how seamlessly the product fits into everyday routines, leaving the skin feeling fresh and naturally glowing.”
The campaign marks the product’s television debut and will be amplified across digital and social platforms to extend reach and engagement. It reinforces Joy Personal Care’s focus on accessible, everyday skincare solutions anchored in traditional ingredients and modern consumer insights.
