Published
Jan 14, 2020
Download
Download the article
Print
Text size

Joy launches ‘Just Hire One’ campaign to support acid attack survivors

Published
Jan 14, 2020

Rsh Global-owned personal care brand Joy has launched another campaign, ‘Just Hire One’, through which it will hire three acid attack survivors, and will also urge other CEOs and HR heads to consider the survivors when hiring new talent.
 

Personal care brand ‘Joy’ launches ‘Just Hire One’ campaign - Rsh Global


The company had recently launched a new range of products, called 'Joy Sensitive', designed for acid attack survivors with sensitive skin. The product was launched with the campaign, ‘Skin of Courage’.
 
To promote its new product and campaign, Joy has associated with Bollywood film 'Chhapaak', which is based on the life of an acid attack survivor.

Poulomi Roy, chief marketing officer at Rsh Global, in a statement said: “This project is a manifestation of the same, and Skin of Courage campaign is a testimony of marketing with a purpose. 'Chhapaak' releasing during the launch of ‘Joy sensitive’, triggered an association, which was much beyond the usual promotions and the celebrity quotient. Apart from the co-branded TVC, we are organising a special screening of the movie for over 200 acid attack survivors.”
 
“We are also in the process of starting a nationwide employment drive for acid attack survivors by associating with an NGO as a part of the campaign. The cause will be extensively promoted digitally as well,” Roy added.
 
Rsh Global is based in Kolkata and retails across the country through its strong distribution network.

Copyright © 2024 FashionNetwork.com All rights reserved.