MxMIndia

Tag: Cholayil Pvt. Ltd

  • It has appointed Parineeti Chopra as its brand ambassador

    Medimix repositions identity on turning 50

    By A Correspondent

     

    Having completed 50 years since its inception in 1969, Medimix is shifting focus towards the youth. With its new positioning, ‘Get SkinFit with fast acting Ayurveda,’ it has appointed Parineeti Chopra as its brand ambassador.

     

    Said Pradeep Cholayil, Chairman & Managing Director, Cholayil Pvt Ltd, on the association with Parineeti Chopra: “We wanted a face for our brand to carry forward our legacy and were clear that this face would connect with a new, younger audience while at the same time not alienating our core consumers for whom Medimix has become an integral part of their daily life. This year marks the 50th year of Medimix’s journey of providing Ayurvedic goodness. We are repositioning  our brand with an objective of contemporizing our Ayurvedic offering and becoming relevant to new age consumers.”

     

    Added Sanju Menon, Executive Vice President, Leo Burnett: “With 50 years of skin expertise, Medimix is re-launching their portfolio with a new promise. As their strategy and communication partner, we decided to bring Parineeti onboard to take this new proposition forward. We believe her persona will drive greater connect with the younger audiences and give the brand a new impetus. We are excited with the association and hope to drive growth for the brand in the market through it.”

     

     

  • The account will be handled by the agency's Mumbai branch

    Metal wins mandate of Medimix Soap

    By A Correspondent

     

    Metal Communication has been appointed as the creative AoR for India’s largest selling ayurvedic soap and personal care brand Medimix, the flagship brand of Cholayil Pvt. Ltd. The account will be handled by the agency’s Mumbai branch.

     

    Metal Communication will provide brand positioning and advertising support for the brand. The scope of the assignment will cover TV, print, digital, video and out-of-home. Medimix has a range of products under its umbrella including soap in four variants, face wash, talc, with a slew of new launches being planned in the year ahead.

     

    Commenting on this development, VS Pradeep, Managing Director, Cholayil Pvt. Ltd. said, “Given our aggressive plans for the future, we had called for a pitch and ultimately chose to go with Metal Communications. We liked their breakthrough approach, the quick understanding of the category and our brand that they demonstrated. Metal offers a younger, fresher perspective. And we believe they can partner us very well in our effort to reach our intended audience in the most effective and integrated way.”

     

    Kurien Mathews, Chairman & MD, Metal shared, “Medimix is one of India’s heritage brands with a long legacy. Naturally, we are delighted with this new win. Given the ambitious plans Cholayil has going forward not just building the brand in India but also extending its franchise in global markets, makes it even more exciting and challenging. We are confident of building on solid foundations of the Medimix brand and taking it to greater heights.”

     

    Cholayil has very aggressive plans in the personal care market and is looking at building on its already strong equity in the Indian market besides the four southern states. Further, the Medimix brand has been very well received in markets like Taiwan, South Korea and the Middle East. The company is now looking at foraying into the North American market.