Joy Personal Care teams up with the Kolkata Knight Riders

RSH Global’s skincare brand Joy Personal Care has announced a partnership with the Kolkata Knight Riders to launch a new campaign designed to redefine masculinity and see men adopt skincare as part of their daily routines.

“Our partnership with KKR is a testament to our commitment to challenging stereotypes and promoting inclusivity,” said Joy Personal Care’s co-founder and chairman Sunil Agarwal in a press release. “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.”

Designed to spark conversations, the new campaign features KKR players Manish Pandey, Venkatesh Iyer and Harshit Rana in a rap music video with the hook “Who says sporty banda lagna chahiye rough?” Positioning self-care as equally important as performance, the campaign will be amplified through digital platforms, social media, and influencer marketing.

“At Kolkata Knight Riders, we’ve always believed in breaking boundaries both on and off the field,” said KKR’s CEO and managing director and Red Chillies Entertainment’s CEO Venky Mysore. “Our partnership with Joy Personal Care represents our shared commitment to challenging outdated stereotypes and embracing progressive values.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.”