‘Beautiful by Nature’: JOY questions Stereotypes in a Brand New Campaign with Mouni Roy

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Poulomi Roy, Chief Marketing Officer, RSH Global and actress Mouni Roy at the launch of a new TVC for JOY - Photo By Sachin Murdeshwar GPN News Network.

Poulomi Roy, Chief Marketing Officer, RSH Global and actress Mouni Roy at the launch of a new TVC for JOY – Photo By Sachin Murdeshwar GPN News Network.

•         Seeks to address typical conventions that a ‘conventionally beautiful woman lacks intelligence’

•         Inspires women to celebrate their beauty and intelligence

Mumbai, 16 November, 2018 (GPN)  : 

‘She is a rare combination of beauty with brains.’

‘She was given a promotion at work only because she is beautiful.’

‘She is a nerd; no wonder she doesn’t look beautiful at all!’

How often have we come across such statements in our lives?

People are conditioned into following certain pre-defined beauty standards of how a woman should look, behave and carry herself around. Physical appearance has always been the yardstick to measure a woman’s beauty, while her smartness or confidence is not given a similar treatment. This has given rise to stereotypes that the physical beauty of a woman is inversely proportional to her intelligence.

To shatter these very myths and reinforce the belief of ‘Beautiful by Nature’, RSH Global,a leading personal care company in the country, has launched a new marketing campaign for its brand JOY with popular actress Mouni Roy to inspire women to embrace the qualities that make them naturally beautiful. The TVC, featuring Mouni, conveys the message that every woman is endowed with both intelligence and beauty; it’s our perspective that needs to be changed.

Speaking at the launch of the campaign,Poulomi Roy, Chief Marketing Officer, RSH Global, said, “We do not believe in typecasting beauty, we discuss and debate on the various stereotypes that are attached to a woman’s appearance. The beauty of a woman lies not just in the way she looks but also in the way she exudes confidence, pride and smartness. We believe in our brand philosophy that every woman is born beautiful and it translates into our products which are made from the goodness of nature (natural extracts).”

Commenting on the choice of Mouni Roy as a brand ambassador, she said, “Our new brand campaign features a woman like Mouni – who is most certainly categorised as a conventional beauty, and hence, is often subjected to real-life situations where people appreciate only her external beauty and not her intellect. She is a well-read woman, yet, not much has ever been told or spoken about her beyond her looks. We try to choose people who have an interesting story to lend to our brand philosophy‘Beautiful by Nature’.”

Expressing her views on the campaign, Mouni Roy said, “Since time immemorial, several stereotypes have been attached with women’s beauty, one among them being, good looking women achieve success only by their good looks. In our society it is assumed that a beautiful woman is brainless. For me, intelligence and beauty always go hand in hand. In fact, I believe, being intelligent is beautiful. I am glad that JOY has come out with a campaign basis the same belief and chosen me to be the face for the same.”

RSH Global is headquartered in Kolkata and has a pan-India sales and distribution network. The company is keen to expand to Maharashtra and Eastern parts of India by aggressively ramping up its retail footprint. ENDS

About RSH Global:

RSH Global PVT Ltd was established in 1988 in Kolkata, materializing the single, strong vision of its makers – “To be recognized as one of the leading personal care companies that will deliver the best of consumer hygiene and personal grooming for both for men & women globally.” The organisation strives to provide a complete personal care product range with its brands like JOY, X-MEN and Karis, which offer innovative, quality personal care products at affordable prices.

The growing satisfaction of consumers testifies the fact that RSH – a 1st generation Indian company from Kolkata – now has a marked global presence in more than 25 countries including Africa, Middle-East and the SAARC countries. Its manufacturing excellence stems from the passion to create the best quality product. With two manufacturing unit at Himachal Pradesh (Baddi), one in Kolkata (West Bengal) and one in Assam (Guwahati), RSH is capable of manufacturing high quality personal care product.

RSH provides the best quality product to the customers, depending on consistent quality improvement at every step of product development through international tools like Consumer Safety, 4P, 5S, HACCP, TPM, etc.

With a work force of 1500 employees across all departments, a presence of over 10 lakh retail outlets across the world and Distribution networks of 1000 in the country – RSH is constantly working towards its vision “empowering people to look better, feel better and do more”.

About the Author

Sachin Murdeshwar
Sachin Murdeshwar is a Sr.Journalist and Columnist in several Mainline Newspapers and Portals.He is an ardent traveller and likes to explore destinations to the core.