Joy Personal Care, a proudly home-grown skincare brand under RSH Global, is breaking boundaries once again with the launch of its latest campaign in partnership with the IPL team Kolkata Knight Riders (KKR). Now in its fourth consecutive year of collaboration, the campaign takes a bold leap forward by redefining what masculinity looks like in today’s world—especially in the context of self-care and grooming. At its core, the campaign challenges deep-rooted stereotypes by showing that real men not only care about their game but also their grooming routines.

The campaign features a high-energy rap music video starring KKR players Manish Pandey, Venkatesh Iyer, and Harshit Rana. With the infectious hook, “Who says sporty banda lagna chahiye rough?” the video aims to dismantle the notion that masculinity is synonymous with a rugged or unkempt look. Instead, it sends a powerful message that skincare and grooming are not just acceptable for men—but empowering. The rap not only appeals to the youth but also sparks important conversations around the evolution of self-image and confidence among men. The players, celebrated for their fierce gameplay, take the spotlight off the pitch to show that confidence stems from both performance and self-care.

This isn’t just about promoting a product; it’s about promoting a mindset. The campaign positions grooming as a tool that enhances confidence on and off the field. In today’s fast-paced world, where appearances can influence first impressions and mental well-being, taking care of one’s skin should no longer be seen as vanity—it’s a form of self-respect. Whether it’s hitting sixes, saving boundaries, or walking into a meeting, grooming is now part of the winning strategy.

Amplified through a multi-platform digital blitz, the initiative includes influencer marketing, social media buzz, and digital content creation. The reach of IPL provides an ideal launchpad, helping the message resonate across urban and rural markets alike. Cricket isn’t just a sport in India—it’s a religion. And leveraging its unmatched popularity ensures this campaign makes waves, encouraging men from all walks of life to take ownership of their self-care journey.

Speaking on the campaign, Sunil Agarwal, co-founder and chairman of Joy Personal Care (RSH Global), emphasized the brand’s mission: “Our partnership with KKR is a testament to our commitment to challenging stereotypes and promoting inclusivity. Cricket in India is more than just a sport—it’s a cultural phenomenon. By associating with KKR during IPL for the fourth year, we aim to reach audiences across boundaries and inspire them to rethink traditional narratives around masculinity and self-care. Skincare is often seen as a women’s domain, but this campaign aims to change that perception. With IPL as the backdrop and strong digital amplification, we hope to drive meaningful conversations and reshape societal views.”

Adding to this, Poulomi Roy, chief marketing officer of Joy Personal Care, highlighted the campaign’s strategic intent: “The idea behind this campaign is to redefine what it means to be sporty and stylish. Our collaboration with KKR provides the perfect platform to raise awareness about men’s skincare while breaking archaic stereotypes. This initiative goes beyond promoting skincare—it’s about encouraging men to embrace self-care as a normal part of their lives. With strong influencer collaborations and social media activation, we are confident this campaign will resonate deeply with our audience.”

Venky Mysore, CEO and managing director of KKR and CEO of Red Chillies Entertainment Pvt. Ltd., also shared his perspective on the collaboration: “At Kolkata Knight Riders, we’ve always believed in breaking boundaries both on and off the field. Our partnership with Joy Personal Care represents our shared commitment to challenging outdated stereotypes and embracing progressive values. Cricket players are athletes who understand the importance of holistic self-care, including skincare. This campaign beautifully illustrates that being tough on the pitch and caring about your appearance are not mutually exclusive. We’re proud to continue this meaningful collaboration for the fourth consecutive year, using the platform of IPL to inspire positive change in how we perceive masculinity and self-care.”

At a time when gender norms are being questioned and redefined, Joy Personal Care is leading by example—leveraging the influence of sport, pop culture, and digital reach to usher in a new era of inclusive grooming. By challenging outdated notions of masculinity, the brand is setting a benchmark for purpose-led marketing in the personal care space. It’s a statement that grooming and skincare are not just about looking good, but feeling empowered—regardless of gender.

The campaign is not just timely—it’s necessary. It speaks directly to young men who are navigating the pressures of modern life while trying to stay true to themselves. It normalizes skincare as a healthy habit and makes a compelling case for breaking free from old-school definitions of what it means to be a man. With bold visuals, catchy lyrics, and the charisma of cricket stars, Joy Personal Care’s IPL campaign is more than just a promotional effort—it’s a cultural movement.

Through this powerful initiative, Joy continues its mission to democratize skincare and redefine confidence, self-care, and masculinity for a new generation. The message is loud and clear: skincare isn’t just for women—it’s for champions.

Author: Sathya Udaiyar