Joy Personal Care, the Indian skincare brand from RSH Global, has launched a bold new campaign in partnership with Kolkata Knight Riders (KKR), marking their fourth consecutive IPL season together. The campaign aims to break stereotypes about masculinity and skincare through a high-energy rap video featuring cricketers Manish Pandey, Venkatesh Iyer, and Harshit Rana.
With the catchy line, “Who says sporty banda lagna chahiye rough?”, the campaign reimagines masculinity—showing that real strength includes self-care. It promotes skincare as an essential part of confidence, both on and off the field.
Staying true to Joy’s motto ‘Beautiful by Nature’, the campaign encourages men to embrace skincare confidently. Through digital platforms and influencer-led outreach, it challenges outdated beliefs and promotes inclusivity in grooming.
Sunil Agarwal, Co-founder and Chairman of RSH Global, stated that partnering with KKR during IPL is a powerful way to spark conversations around masculinity and break long-held taboos around men’s skincare.
Poulomi Roy, CMO of Joy Personal Care, emphasized the goal of redefining what it means to be sporty and stylish, while also making skincare a normal part of every man’s routine.
KKR’s CEO, Venky Mysore, echoed the message, saying the team supports breaking societal boundaries and views self-care as vital for athletes, just like physical training.
With this campaign, Joy Personal Care continues its mission to promote self-care for all, proving that skincare isn’t just for women—it’s for everyone who values confidence, wellness, and progress.
