MUMBAI: Joy Personal Care from the house of RSH Global has launched a new TV campaign with Mithila Palkar and Divyendu Sharma to promote its range of face wash with natural extracts.

The TVC, which goes on-air on 14 March showcases new age relationship between a young couple and emphasises on the fact that people who love us, love us for what we are, our ‘Asli Chehera’.

Link: http://bit.ly/JoyFacewash

Talking about the campaign and signing Mithila and Divyendu, RSH Global chief marketing officer Poulomi Roy said, “According to our estimates, Facewash in India is a Rs 1600 crore category and largely the user base is youth hence connecting with them is crucial. We have chosen Mithila and Divyendu for this campaign as they have immense influence over the younger generation and bring a fresh youthful vibe to Joy and we are confident that the youth will be able to connect with them and the story. Simultaneously as a brand, we do not believe in creating artificial standards for beauty, instead we strongly promote our philosophy of being ‘beautiful by nature’ and the communication in this TVC also revolves around the same. We see a great interest in natural based products amongst the youth and all Joy products are made from natural extracts which helps in maintaining healthy skin.”