RSH Global, owners of skincare brand Joy, has roped in Bollywood actress Kriti Sanon as Brand Endorser of its winter care product, honey almonds lotion.
Sanon will be soon appearing in an integrated marketing campaign around the product that also features a refreshingly new television commercial.
Sunil Agarwal, Chairman, RSH Global, said, “Winters are extremely important for any personal care company and we’re no different and 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 of RSH Global, stated, “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 behaviour of consumers and their reason to believe 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 skincare product. So here’s a young woman played by Kriti Sanon with “conventional good looks” shatters the stereotypes used by advertisers to oversell skincare products to women of all age groups,” Roy added.
Actress Kriti Sanon said, “I am extremely 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 interesting way which the consumers will get to see in the television commercial.”