Happy Creative Services wins creative mandate for Joy Cosmetics

The mandate was won post a multi-agency pitch.

Kolkata-based Joy Cosmetics has appointed Happy Creative Services in Bengaluru to lead its creative mandate. The portfolio consists of multiple variants of face wash, face scrubs, face packs, creams, lotions and shampoos, catering to different personal care requirements. The annual marketing spend on the portfolio is estimated to be around Rs. 50 crore.

The retail footprint of the brand includes both general and notable modern trade outlets across 23 Indian states. Rajasthan, Madhya Pradesh and Uttar Pradesh are among its strongest markets. The brand is available in Nepal, Bangladesh, Pakistan, Afghanistan, Sri Lanka, Middle East and Africa.

On the partnership with Happy Creative Services, Poulomi Roy, head, marketing, Joy Cosmetics, says, "The personal care market in India is still at a nascent stage in comparison to the developed countries and there is ample growth opportunity in years to come. Joy is, perhaps, one of the very few Indian companies which is purely into the personal care space and is here to stay as a prominent player. Keeping this objective in mind, 2015-16 is a crucial year for the company; some strategic alignments have taken place within the organisation and also with our partners. Having Happy on board is a part of this process. We believe the young energetic team of Happy will play a vital role to help brand Joy achieve its defined milestone."

Speaking on the win, Kartik Iyer, CEO and co-founder, Happy Creative Services, says, "It's an honour to be chosen by a brand like Joy Cosmetics. The fact that they were open-minded about working with an agency based in another city itself proves that they are a forward-thinking organisation. We look forward to breaking some category codes and giving birth to a fresh new brand in the personal care space. And, if you haven't cracked the Happy-Joy joke yet, we already have."