JOY Personal Care launches new campaign #BeingEqual with Kolkata Knight Riders

The campaign aims to raise pertinent questions and inspire efforts to achieve societal balance.

Joy Personal Care has launched the #BeingEqual brand campaign as part of their recently announced partnership with Kolkata Knight Riders (KKR). This multi-platform campaign will showcase the existing gender inequalities that women face in the workplace. This first-of-its-kind brand campaign was launched not to endorse a product or service, but to hold a mirror up to society and mobilise against the issues that women face daily. The campaign also aligns with the brand’s core purpose of ‘breaking stereotypes.’

The film begins with a strong message of equality, in which male cricketers address the systemic inequalities faced by women in sports and other industries. #BeingEqual aims to raise pertinent questions and inspire efforts to achieve societal balance.

The film shows the three cricketers spray-painting on a surface in a dark setting, while a voice-over discusses how unfortunate it is that even though women are capable of bigger things, they are not always recognised as equals. The spray painting is then revealed to be a representation of an empowered woman in the film. This film aspires to subtly create an impact in the minds of viewers by using projection mapping with words like truth, privilege, power, and boundaries to highlight the importance of equality in all walks of life.

Sunil Agarwal, Chairman, RSH Global, 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.”

Poulomi Roy, Chief Marketing Officer, RSH Global, commented, “Joy’s association with KKR itself raised a lot of questions, how much sense does it make from a marketing and media perspective? But, I truly believe, it’s time we look at this association from a different lens. Hence, for the first time, a brand film is being made to drive a strong message instead of a call-to-action TVC. The idea was to leverage the reach of the tournament to build awareness and visibility through logo exposure and simultaneously drive home a strong message about gender equality.

“We are proud to be one of the very few brands taking up a non-promotional campaign during one of the most coveted advertising bonanzas that India ever sees in a year. Our focus has always been on purpose-led communication and we continue this vision by effecting change in the system.

“We realize that the youth of today enacts, reacts, adores and accepts brands that support and promote a cause. This campaign will certainly make consumers resonate with our brand story. We encourage audiences to participate in sending a message through social media, and are proud to reward those who raise their voice in support of equality.”

Binda Dey, CMO, Kolkata Knight Riders, said, “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.”

On the field, KKR will take on Rajasthan Royals (RR) tonight i.e. April 18 at the Brabourne Stadium in Mumbai.

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