Joy Personal Care, an Indian homegrown brand under RSH Global, has announced the launch of a new television campaign for its Ubtan Face Wash, featuring brand ambassador Shah Rukh Khan alongside actor Sanya Malhotra.
As per the brand, the film unfolds in a retail setting where Sanya Malhotra is seen navigating multiple options while searching for an ubtan face wash that feels premium and effectively tackles tanning. The company presents this as a reflection of a common consumer dilemma around choice within the skincare aisle. The narrative then progresses with the entry of Shah Rukh Khan, who, according to the brand, brings a sense of ease and familiarity to the situation.
The company aims to position Joy Ubtan Face Wash as a simple everyday skincare solution that helps move skin from tan to glow with minimal effort. It adds that the interaction between Shah Rukh Khan and Sanya Malhotra brings a light and playful tone to the film.
Joy Personal Care also states that the campaign reinforces its focus on easy and effective daily skincare. The TVC marks the product’s television debut and will be extended across digital and social platforms.
Link to the campaign
Sunil Agarwal, Co-founder and Chairman of Joy Personal Care (RSH Global), said, “As summer sets in and exposure to sun and heat intensifies, skincare concerns like tan and dullness become more pronounced. In a market full of choices, we see consumers increasingly seeking solutions that are both meaningful and effortless.”
“People today are looking for products that deliver visible results while remaining easy to incorporate into daily routines. Joy Ubtan Face Wash has been thoughtfully developed with this insight at its core, reflecting our commitment to delivering trusted natural ingredients through effective and accessible everyday skincare solutions.” he added.
Poulomi Roy, Chief Marketing Officer at Joy Personal Care (RSH Global), said, “Today’s skincare landscape has moved beyond basic cleansing, with consumers seeking solutions that feel intuitive, relevant, and easy to adopt in their everyday routines. Concerns like tan and dullness are top of mind, with a clear preference for products that deliver a healthy glow.”
“Through this campaign, we’ve brought that insight to life in a simple and engaging way, showing how Joy Ubtan Face Wash makes traditional skincare easy and effective. Shah Rukh Khan and Sanya Malhotra add relatability and charm to this campaign, helping the product connect more strongly with audiences while reinforcing its place in daily skincare routines.” he added.
Shah Rukh Khan shared his thoughts, “Working on this campaign for Joy Ubtan Face Wash was truly enjoyable, and collaborating with Sanya Malhotra always brings a fresh, vibrant energy to the set. What I really like is the simplicity of the idea. It takes an everyday concern like tan and presents it in a light, relatable way, while naturally showing how JOY facewash fits in as an easy, effective solution.”
Sanya Malhotra said, “Shooting JOY campaigns with Shah Rukh Khan has always been truly delightful. The playful moments in the store, where he brings his signature charm while introducing me to Joy Ubtan Face Wash, made the experience all the more memorable. What I love is how seamlessly the product fits into everyday routines, leaving the skin feeling fresh and naturally glowing.”
