Joy Personal Care has launched Behenhood, a digital campaign celebrating sisterhood and collective strength among women, during the Women’s Premier League. The campaign is part of the brand’s continued association with the UP Warriorz and reflects its commitment to empowerment, inclusivity, and diversity.
Behenhood draws from the everyday realities of women’s sport, highlighting moments of shared pressure, resilience, vulnerability, and ambition. It showcases how women athletes support one another through wins and challenges, reinforcing the idea of collective success over individual recognition.
The campaign unfolds through a series of films released during the WPL season, featuring UP Warriorz players Deepti Sharma, Harleen Deol, and Phoebe Litchfield, alongside influencer Meethika Dwivedi. The films offer a glimpse into team rituals, humour, preparation, and emotional support that define sisterhood in women’s cricket.
Sunil Agarwal, Co-founder and Chairman, Joy Personal Care (RSH Global), said the campaign reflects the brand’s long-standing focus on empowering women through shared strength and collective growth.
Poulomi Roy, CMO, Joy Personal Care (RSH Global), noted that the campaign mirrors a broader cultural shift in how women collaborate and succeed together, both on and off the field.
Kshemal Waingankar, COO, Capri Sports, said Behenhood captures the essence of team spirit that defines the UP Warriorz and women’s sport at large.
