Joy Personal Care Unveils ‘Behenhood’ Campaign at Women’s Premier League
Joy Personal Care, a leading Indian skincare brand from the house of RSH Global, has launched its new digital campaign Behenhood, celebrating the spirit of women supporting women. Rolled out during the Women’s Premier League as part of the brand’s association with the UP Warriorz, the campaign highlights everyday moments of sisterhood and solidarity in women’s cricket.
The campaign draws attention to Behenhood as a lived reality in women’s sport, marked by shared resilience, collective ambition, emotional strength, and mutual encouragement. It reflects how women athletes support one another during victories and setbacks alike, prioritising teamwork and collective success across all stages of the game.
Joy Personal Care brings this narrative to life through a series of digital films released throughout the WPL season, featuring players from the UP Warriorz. The first film showcases Deepti Sharma, Harleen Deol, and Phoebe Litchfield alongside influencer Meethika Dwivedi, capturing candid moments of humour, preparation, rituals, and emotional connection that define sisterhood within the team.
Sunil Agarwal, Co-founder and Chairman, Joy Personal Care (RSH Global), said, “We are proud to continue our association with the UP Warriorz for a new season. Empowering women has always been central to our purpose, and Behenhood campaign is our way of celebrating the strength that comes from women supporting one another. We’re proud to back athletes who embody resilience, ambition, and collective growth, and to stand alongside the UP Warriorz as they continue to inspire both on and off the field.”
Poulomi Roy, CMO, Joy Personal Care (RSH Global), said the campaign reflects a cultural shift in women’s cricket where collective strength and shared success matter more than individual spotlight moments.
Kshemal Waingankar, COO, Capri Sports, said the campaign resonates strongly with the values of the UP Warriorz, highlighting how encouragement, learning, and ambition drive women’s sport beyond the field.
