Mumbai: Joy Personal Care (JOY), a leading Indian skincare brand from the house of RSH Global, has unveiled its latest digital campaign, Behenhood, as part of its ongoing association with the UP Warriorz at the Women’s Premier League (WPL).
Rooted in the spirit of women uplifting one another, Behenhood celebrates everyday moments of support, solidarity, and shared ambition, reinforcing the brand’s long-standing commitment to women’s empowerment, inclusivity, and diversity.
More than just a campaign idea, Behenhood reflects a deeply ingrained cultural reality within women’s sport. It represents the quiet strength of women standing by one another through pressure, discipline, vulnerability, and ambition.
From celebrating collective wins to navigating setbacks together, Behenhood comes alive in moments of care, encouragement, and shared responsibility. While men’s sport has often highlighted brotherhood, women’s teams have consistently embodied Behenhood – on the field, in the dressing room, and beyond the spotlight.
Through Behenhood, Joy Personal Care positions itself not merely as a brand presence on a jersey, but as a genuine ally to women’s aspirations. The campaign unfolds through a series of films released throughout the season, featuring players from the UP Warriorz.
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Behenhood: Celebrating Sisterhood in Women’s Sport
The first digital video commercial includes Deepti Sharma, Harleen Deol, and Phoebe Litchfield, along with influencer Meethika Dwivedi. These films offer an authentic look into camaraderie, humour, match-day rituals, and emotional support that define true sisterhood in sport.
Sunil Agarwal, Co-founder and Chairman, Joy Personal Care (RSH Global), said the brand is proud to continue its association with the UP Warriorz for another season.
He noted that empowering women has always been central to the company’s purpose, and the Behenhood campaign celebrates the strength that emerges when women support one another. He added that Joy Personal Care is proud to stand alongside athletes who embody resilience, ambition, and collective growth, both on and off the field.
Poulomi Roy, CMO, Joy Personal Care (RSH Global), said the inspiration behind Behenhood comes from observing women’s cricket today. She highlighted that while individual excellence has long been celebrated, the true power lies in women coming together as a team – supporting each other through pressure, celebrating every win, and standing strong during challenging moments.
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According to her, this shift reflects a broader cultural change that extends beyond sport into how women lead, work, and grow together. She emphasised that the campaign focuses on nurturing a collective spirit year-round, where confidence is built through care and shared success.
Kshemal Waingankar, COO, Capri Sports, said that at UP Warriorz, team identity is defined not just by talent but by how players support one another every day. He added that Behenhood captures the essence of women’s sport through shared learning, quiet encouragement, and collective ambition.
He further stated that the partnership with Joy Personal Care resonates deeply, as it celebrates values that extend beyond the boundary line and reinforce the impact of women supporting women.
