Shah Rukh Khan urging “girls” to use lemon face wash wasn’t on our summer bingo card, but Joy made it happen.
The actor endorsing a face wash is not just smart marketing—it makes perfect sense given his unparalleled fan following, especially among women.
Joy Personal Care, owned by RSH Global, brought together SRK and Sanya Malhotra to promote their product, Joy Lemon Face wash.
Conceptualised in-house and produced by The Three Film Co., the TVC showcases a fun exchange between Shah Rukh and Sanya with a Devdas touch.
As Sanya relaxes with a face mask, SRK enters the scene, and removing her mask, says: “Itni sundar ke bardasht nahi hota (your beauty is unbearable).”
In response, Sanya playfully mimics SRK’s signature open-arm gesture, coupled with his Devdas dialogue (slightly tweaked) to explain that she’s applying it for a brighter look.
Just seconds into the conversation, SRK introduces Joy Lemon Face Wash for bright and youthful skin. In a charming gesture, he concludes saying, “Girls, for you.”
When Shah Rukh addresses women as “girls”, it’s important to understand the tone and context. It’s not a condescending term. Instead, it has a sense of fondness, familiarity, and gentle respect attached to it.
Much like how an avuncular elder might affectionately refer to women in his circle.
His message isn’t confined to a particular age group. Instead, it welcomes all women into the conversation with a soft, affectionate approach that feels more inclusive than exclusive.
For decades, SRK has been more than just a Bollywood star; he’s been a brother, son, cultural icon, and so much more.
His female fans often describe him as the embodiment of charm and wit. His connection transcends generations—mothers, daughters, and even grandmothers have admired him not only for his romantic roles but also for his respectful, warm, and inclusive off-screen persona.
Now, talking about the TVC, SRK’s involvement in promoting a skincare product feels authentic, not forced. Unlike aggressive endorsements, the actor’s appeal lies in his subtle confidence and relatability.
When he says something works, people—especially women who’ve trusted his screen presence for years—are inclined to believe him.
Also read: Hrithik Roshan’s RuPay collab is a lesson for advertisers. Celebrity charm doesn’t work anymore
SRK: the ladies’ man
This isn’t the first time Shah Rukh is promoting a women’s beauty product.
In 2005, he became the first Indian male actor to do so.
SRK’s journey as a ‘Lux girl’ is widely remembered by his fans.
A half-naked SRK—surrounded by Bollywood actors Hema Malini, Juhi Chawla, Kareena Kapoor, and Sridevi—promising to reveal the secret of his good looks while sitting in a bathtub filled with rose petals took the audience by surprise.
A superstar so secure of his masculinity that he didn’t shy away from endorsing a female beauty product. It was never seen before. It was unheard.
“I wanted to get into the tub and not just stand outside watching a lady get into it or something … I guess that would’ve been a more predictable male perception of how the ad should’ve been done. I wanted to do it the proper way,” Khan had told The Times of India.
SRK and Lux’s partnership delivered a bunch of hit commercials which are remembered even today.
Before Yash Chopra brought Katrina Kaif and Shah Rukh Khan’s chemistry on the big screen with Jab Tak Hai Jaan (2012), Lux featured the stars in their ‘Bekaboo’ ad.
Four years after SRK’s Lux debut, Abhishek Bachchan walked into his footsteps.
He appeared alongside his wife Aishwarya Rai Bachchan, becoming only the third male star to feature in a Lux ad after American actor Paul Newman in 1995 and SRK in 2005.
Views are personal.
(Edited by Aamaan Alam Khan)