Joy Personal Care, from the house of RSH Global, has launched its digital campaign Behenhood during the Women’s Premier League, celebrating women uplifting one another through sport. The campaign aligns with the brand’s association with the UP Warriorz and highlights everyday expressions of sisterhood in women’s cricket.
The campaign positions Behenhood as a deeply ingrained value in women’s sport, reflecting emotional support, shared ambition, and collective resilience. It underscores how women athletes prioritise teamwork, encouragement, and unity during both victories and challenges.
A series of digital films released across the WPL season feature UP Warriorz players Deepti Sharma, Harleen Deol, and Phoebe Litchfield, along with influencer Meethika Dwivedi. The films capture candid moments of preparation, humour, rituals, and emotional bonding within the team.
Sunil Agarwal, Co-founder and Chairman, Joy Personal Care (RSH Global), said the campaign celebrates the power of women supporting women, while Poulomi Roy, CMO, Joy Personal Care (RSH Global), said it reflects a broader cultural shift in women’s sport and leadership.
Kshemal Waingankar, COO, Capri Sports, said the partnership reinforces the values that define the UP Warriorz beyond performance on the field.
