Joy Personal Care has officially roped in versatile pan-India star Tamannaah Bhatia as the new face of its lotion and cream portfolio. The collaboration will be highlighted through a multi-platform campaign spanning television, social media, and digital channels, with a primary focus on the brand’s flagship Honey & Almonds Deep Nourishing Body Lotion. Known for her two-decade-long career and strong connection with audiences, Tamannaah is expected to help the brand strengthen its footprint in the everyday skincare market.
Sunil Agarwal, Co-founder and Chairman of RSH Global, noted that this partnership is a strategic move to connect with a new generation of consumers while building on the brand’s existing equity. The campaign aligns with Joy Personal Care’s ‘Beautiful by Nature’ philosophy, which aims to move away from conventional beauty standards and instead celebrate individuality. Chief Marketing Officer Poulomi Roy added that Tamannaah was chosen specifically because her personal journey and authentic approach to beauty perfectly embody the brand’s mission to help women feel confident in their own skin.
Expressing her excitement about the new role, Tamannaah Bhatia shared that she resonates with the brand’s focus on embracing one’s own definition of beauty rather than chasing perfection. This high-profile signing continues Joy Personal Care’s tradition of collaborating with major Bollywood names, including Shah Rukh Khan, who currently represents their face wash range. With a history of associating with popular stars like Kriti Sanon, Disha Patani, and Mouni Roy, along with its consistent presence as a sponsor in the IPL, the brand continues to cement its position as a major player in the Indian personal care sector.