Skincare brand Joy has signed up Bollywood actress Kriti Sanon to endorse its popular winter-care product Honey & Almond Body Lotion. An integrated marketing campaign including a new TVC is expected to roll out shortly.
Sunil Agarwal, Chairman, RSH Global, said, “Winters are extremely important for any personal-care company and we’re no different. Honey & Almond body lotion is our flagship product. It was a well thought out move to get Kriti Sanon on board and we are confident that this partnership would be mutually beneficial to the brand as well as the endorser. I would like to welcome Kriti on board.”
Poulomi Roy, Chief Marketing Officer, RSH Global, said, “Honey and Almond body lotion campaign is built on the mother brand philosophy of JOY, “Beautiful by nature”. This campaign is based on the key insight “consumers are evolving”. The purchase behavior of consumers and their reason to belief has clearly shifted to rational reasonable influence rather than larger than life irrational promises.”
“Therefore the manifestation of this campaign sights a situation wherein Kriti Sanon as a new-age woman influencer decides not to preach or claim unrealistic benefits to her consumers while endorsing a skin care product. So here’s a young woman played by Kriti Sanon with so-called “conventional good looks” shatters the stereotypes used by advertisers to oversell skin care products to woman of all age groups.”
Actress Kriti Sanon said, “I am thrilled to come on board with Joy’s Honey & Almond body lotion. Honey and almonds are traditional ingredients for nourishment and the campaign talks about the benefits of these two ingredients in a straightforward yet an interesting way which the consumers will get to see in the television commercial.”