Joy Personal Care, a skincare brand under RSH Global, has partnered with Kolkata Knight Riders (KKR) as its Associate Sponsor for the ongoing season of the Indian Premier League (IPL 2025), marking their fourth consecutive year of collaboration.
As part of the partnership, Joy Personal Care has launched a new campaign. The campaign aims to challenge societal stereotypes around masculinity and self-care, leveraging the massive reach of the IPL to spark meaningful conversations.
The multi-platform initiative features KKR players Manish Pandey, Venkatesh Iyer and Harshit Rana in a dynamic rap music video with the catchy hook, “Who says sporty banda lagna chahiye rough?”.
Aligned with Joy’s philosophy of ‘Beautiful by Nature’, the campaign inspires men to adopt skincare as part of their daily routine without hesitation. Amplified through digital platforms, social media, and influencer marketing, the initiative aims to reshape perceptions around men’s grooming while celebrating inclusivity.
Sunil Agarwal, Co-founder and Chairman of Joy Personal Care (RSH Global) said, “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.”
Poulomi Roy, Chief Marketing Officer of Joy Personal Care (RSH Global), said, “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, said, “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.”
