Joy Personal Care has announced Tamannaah Bhatia as the new face of its lotion and cream category.

The association will come to life through a multi-platform campaign across television, digital and social media, led by its flagship Honey & Almonds Deep Nourishing Body Lotion.

Sunil Agarwal, co-founder and chairperson, Joy Personal Care (RSH Global), said, “Joy has evolved from a homegrown skincare brand into a larger personal care player while staying true to what consumers value. Our association with Tamannaah marks an important step as we strengthen our presence in the lotion and cream category and bring our proposition to a new generation of consumers. Honey & Almonds Body Lotion has been an important part of the brand’s lotion portfolio and this association gives us an opportunity to build on its strong equity while bringing a fresh perspective to the category. Our focus remains on creating products that combine quality, relevance and affordability for Indian consumers.”

Poulomi Roy, chief marketing officer, Joy Personal Care (RSH Global), said, “Beauty has often been presented to women through a narrow lens, telling them how they should look and what they should aspire to be. ‘Beautiful by Nature’ challenges that thinking and reminds women that they do not need to fit a certain mould to feel beautiful. Tamannaah brings this thought to life through her individuality, journey and ability to stay true to herself while evolving through the years.”