MUMBAI: RSH Global, which owns Joy Personal Care and X-Men, has announced the appointment of Initiative—from the house of IPG Mediabrands, as its media agency of record. The RSH Global account will be jointly handled by Initiative Kolkata and Gurugram offices. As part of the mandate, Initiative will handle integrated media planning and buying for JOY & X-MEN Brands.

Talking about the new association Initiative CEO Vaishali Verma said, “We are extremely thankful to RSH Global for the trust they have shown in us. This win further strengthens our Kolkata & Gurugram offices. We are excited to partner RSH Global which is a significant player in the growing, dynamic category of personal care. It definitely expands our client portfolio further.”

Initiative COO Arun Sharma further added, “Personal care is a fast growing category in India and RSH Global is charting out a new trajectory in this space. I am extremely happy that they have chosen us to partner them in this new phase of growth. This association is truly meeting of minds. Both RSH Global and Initiative are extremely entrepreneurial in spirit. They particularly liked our FMCG credentials, passionate team spirit, our insightful and strategic thinking and tools and solutions.”

Commenting on the same, RSH Global chief marketing officer Poulomi Roy said, “We at RSH Global are gearing up for the next phase of growth and have adopted a multi-fold strategy to achieve our business objectives. Since serving Bharat continues to be our major focus area, we wanted a media agency with a strong understanding of the cultural diversity in a country like India. Innovation and breaking the stereotypes are at the core of whatever we do and we are confident that Initiative from IPG Mediabrands will add great value to the brand journey.”

RSH Global had recently announced its entry into the mass premium segment with “JOY Revive” and had roped in Mithila Palkar to promote the sunscreen under the Revive range of products.