Joy Personal Care-KKR partnership gets Shah Rukh Khan boost

Joy Personal Care has roped in Bollywood superstar Shah Rukh Khan as a brand ambassador for its “face wash” category as part of its multi-year agreement with Khan’s Indian Premier League (IPL) franchise, the Kolkata Knight Riders (KKR).

As per the agreement, the “JOY Lemon Face Wash” will have SRK endorsing it alongside Bollywood actress Sanya Malhotra.

Joy Personal Care currently serves as an Associate Sponsor to the Kolkata Knight Riders.

Shah Rukh Khan said:

“I am delighted to partner with Joy Personal Care as the brand ambassador of the facewash category. It’s a progressive brand, with a refreshing approach that shuns unrealistic beauty ideals and prioritises inclusivity in its thoughtfully crafted campaigns. I’m eager to embark on this exciting journey with them.“

Poulomi Roy, Chief Marketing Officer, Joy Personal Care (RSH Global), commented:

“Mr.Khan is an iconic figure renowned for his vocal advocacy for gender equality and inclusivity. He shares a synergy in his values with our brand. Furthermore, we have been associated with KKR for the past two years and this year, with Mr.Khan coming on board for our face wash category, we will be launching a high-voltage campaign featuring him. The campaign will be leveraged through both TV and digital media, ensuring maximum reach and engagement.“

Sunil Agarwal, Founder and Chairman, Joy Personal Care (RSH Global), added:

“With the face wash category accounting for approximately 2500 crore, this collaboration signifies our commitment to making a measurable impact by expanding our market share within the category. Moreover, Shah Rukh Khan’s influential presence in our nation will enable us to connect with audiences across the length and breadth of the country.“