Tamannaah Bhatia Named Face of Joy Personal Care Lotion & Cream Range
CE DESK 
Indian home-grown personal care brand Joy Personal Care, under RSH Global, has appointed acclaimed actress Tamannaah Bhatia as the face of its lotion and cream category. The partnership will be activated through an integrated multi-platform campaign spanning television, digital, and social media channels.
At the core of the campaign is Joy Personal Care’s flagship Honey & Almonds Deep Nourishing Body Lotion, enriched with honey and 100% pure almond oil to deeply moisturize and soften skin. The brand aims to strengthen its presence in the everyday skincare segment by associating with Tamannaah’s contemporary and relatable image.
Sunil Agarwal, co-founder and chairman, Joy Personal Care (RSH Global), said: “JOY has evolved from a homegrown skincare brand into a larger personal care player while staying true to what consumers value. Our association with Tamannaah marks an important step as we strengthen our presence in the lotion and cream category and bring our proposition to a new generation of consumers. Honey & Almonds Body Lotion has been an important part of the brand’s lotion portfolio and this association gives us an opportunity to build on its strong equity while bringing a fresh perspective to the category. Our focus remains on creating products that combine quality, relevance and affordability for Indian consumers.”
Poulomi Roy, chief marketing officer, Joy Personal Care (RSH Global), said, “Beauty has often been presented to women through a narrow lens, telling them how they should look and what they should aspire to be. ‘Beautiful by Nature’ challenges that thinking and reminds women that they do not need to fit a certain mould to feel beautiful. Tamannaah brings this thought to life through her individuality, journey and ability to stay true to herself while evolving through the years.”
Tamannaah Bhatia said: “What I have always loved about beauty is that it can mean something different to each of us. Over the years, I have learnt to embrace that thought and enjoy the journey rather than chase an idea of perfection. That is what drew me to Joy Personal Care, and I am excited to bring this thought to life with the brand.”
Joy Personal Care’s portfolio includes a wide range of daily-use skincare and body care products catering to diverse consumer needs across India. The association with Tamannaah marks a strategic move to amplify brand visibility and connect with a broader audience ahead of the winter season.
