Campaign India Team
Nov 17, 2023

Joy Personal Care and Sushant Divgikar redefine beauty standards

Watch the film here

Joy Personal Care has rolled out a campaign 'beauty is for everyone' featuring actor, singer, performer and model, Sushant Divgikar, to underscore that authentic beauty extends beyond societal expectations and gender norms.
The film champions the ideals of inclusivity and diversity in the beauty sphere. With Divgikar's narration, it highlights the notion that a nurturing lotion transcends the boundaries of gender, sexuality, and skin colour. Emphasising that beauty knows no limits, the film advocates for a world where discrimination has no place in the pursuit of self-expression and confidence.
Sunil Agarwal, chairman, RSH Global, said, "The winter season is of utmost importance to every personal care company, and for our flagship product, Honey & Almond body lotion, this season becomes even more prominent. Honey and almond body lotion have proven their enduring relevance, standing the test of time and maintaining their popularity alongside modern specialised skincare routines. And for this flagship product, we wanted to showcase a unique perspective by having partnership with Sushant, which not only signifies our dedication to supporting transgender community, but also breaks the preconceived notion towards beauty. At Joy Personal Care, with this campaign, we aim to make quality skincare accessible to everyone, regardless of their background or identity."
Poulomi Roy, chief marketing officer, RSH Global, said, “Bringing Sushant Divgikar on board aligns perfectly with our core thought of inclusivity, where the key focus is to emphasise that skincare is accessible to all individuals, regardless of their identity. The campaign encompasses inclusivity and breaks the preconceived notion, further reshaping our perspective on beauty by welcoming everyone and transforming the way we think about it. We hope this campaign resonates with the idea that skincare doesn’t differentiate between genders, colours, body size or shapes and that it is deeply ingrained with the idea of embracing each individual. Now is the opportune moment for a mass brand to embrace the responsibility of representing the transgender community in the personal care space. We recognise that the moment has arrived for each of us to collectively champion the integration of the trans community into the fabric of the mainstream narrative. In our country, advertisements and brands have perpetuated stereotypical beauty standards for years. Therefore, there is an imperative for advertisers to make a conscious choice and embrace inclusivity.”
Campaign India

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