Joy Personal Care partners with KKR for campaign against gender inequality
Joy Personal Care has partnered with Indian Premier League team Kolkata Knight Riders (KKR) for the #BeingEqual brand campaign.
The multi-platform campaign will highlight the existing gender inequalities faced by women across professional environments. The campaign is also aligned with the core purpose of the brand of ‘breaking the stereotypes’.
As a part of the campaign, the brand is launching a film featuring KKR players in it. The film introduces a strong message on equality, where male cricketers address the systemic inequalities faced by women in sports, and other businesses as well.
Commenting on the campaign, Sunil Agarwal, chairman of RSH Global (owner of Joy brand) in a statement said, “Cricket is a sport that most Indians relate to, and admire. The brand Joy has always stood for empowering women and breaking archaic stereotypes. With such an important message being delivered by members of KKR, we aim to inspire much larger audiences, including businesses, to support and actively promote gender equality.”
Binda Dey, chief marketing officer of Kolkata Knight Riders added, “It is refreshing to see a brand partner using the association with KKR and harness the reach of such a widely viewed platform to raise awareness about a worthy cause. We are proud to partner with Joy Personal Care on their initiative to drive conversations on equal opportunity for all gender.”
Kolkata-based RSH Global is known for its personal care brand Joy. It retails across the country through its strong distribution network, and e-commerce channels.
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