Joy Personal Care has launched Behenhood, a digital campaign celebrating women’s solidarity and mutual support, during the Women’s Premier League. The campaign is part of the brand’s ongoing association with the UP Warriorz and underscores its focus on empowerment and inclusivity.
Rooted in the realities of women’s sport, Behenhood highlights moments of encouragement, collective ambition, emotional resilience, and shared success. It reflects how women athletes support one another on and off the field, prioritising team strength over individual acclaim.
The campaign features a series of films released through the WPL season, with appearances by UP Warriorz players Deepti Sharma, Harleen Deol, and Phoebe Litchfield, along with influencer Meethika Dwivedi. The films capture moments of camaraderie, match-day rituals, humour, and emotional connection.
Sunil Agarwal, Co-founder and Chairman, Joy Personal Care (RSH Global), said the campaign aligns with the brand’s purpose of empowering women through collective strength. Poulomi Roy, CMO, Joy Personal Care (RSH Global), highlighted how the campaign reflects a deeper cultural shift in women’s sport.
Kshemal Waingankar, COO, Capri Sports, said Behenhood captures the essence of team spirit and shared ambition that defines the UP Warriorz and women’s cricket.
