MxMIndia

Tag: Pradeep Cholayil

  • Campaign conceptualised and executed by Mullen Lintas

    Katrina Kaif to be brand ambassador of Medimix

    By Our Staff

     

    Medimix, the Ayurvedic personal care brand, has announced its newest campaign “Skinfit Raho, Manmarziyaan Karo” with Katrina Kaif. The campaign has been conceptualised and executed by Mullen Lintas.

     

    Said Pradeep Cholayil, Chairman and Managing Director, Cholayil Private Limited: “Medimix is one of the most popular brands in India. With its Ayurvedic credentials Medimix has stood tall with the testing times and proven to be a quality product for decades. Katrina Kaif has a similar stature, and she is a self-made Bollywood celebrity. With this campaign we aim to establish the synergy between the two and appeal to a younger lot of audience to truly live your life without the skin worries as Medimix is always there.”

     

    Commenting on the campaign, Garima Khandelwal, Chief Creative Officer – Mullen Lintas, ML Corporate added: “Medimix with its legacy of Ayurveda has stood for skin that’s skinfit, with this new campaign we wanted to launch the newest positioning “SkinFit raho, Manmarziyaan karo”, liberating today’s woman of any fear of skin damage and follow her heart to pursue whatever it is she wishes for. Whether societal or self-imposed, there should never be any constraint on what she thinks she can achieve. With natural cues that are the brand codes, we reimagined the brand world with a visual scale and this fresh new attitude with the fresh new brand ambassador and a high energy hummable track.”

     

     

  • After a successful creative partnership with Leo Burnett India, Cholayil now ropes in Starcom and Digitas as its media & digital partners

    Cholayil gets Starcom and Digitas to manage entire communications mandate

    By A Correspondent

     

    Building on the success of its creative partnership with Leo Burnett India, Cholayil has now extended its entire integrated communications mandate to more Publicis Groupe agencies. It has now brought on-board Starcom India as its media agency while Digitas India has been appointed to manage the digital communications mandate for the entire product portfolio under Cholayil.

     

    As part of the mandate, Starcom will manage strategy and media planning and buying across media platforms while Digitas will be providing a robust suite of digital marketing services for popular Cholayil brands such as Medimix, Cuticura, and Krishna Thulasi.

     

    Said Pradeep Cholayil, Chairman and Managing Director, Cholayil: “Cholayil has strong equity and base in Ayurvedic and natural products and as we contemporise our offering further and reach out to newer segments, we needed a partner that leads in integrated communications play and leverages the power of data for engaging, personalised consumer experiences. Publicis Groupe with its ‘Power of One’ model and offering brings in new perspectives and future-facing capabilities. As we embark on our expansion plans, we look forward to benefiting from their experience and expertise.”

     

    Commenting on the new partnership and the Power of One offering on behalf of the Groupe, Dheeraj Sinha, MD India & CSO, Leo Burnett, South Asia said: “We have had a great relationship with Cholayil over the last year. I am hugely excited that this relationship is now turning into a full Power of One collaboration model with Digitas and Starcom coming on board along with Leo Burnett. We are confident that this will enable us to weave a seamless narrative for the brand across platforms to deliver on the business through a cross functional team. We are looking forward to creating some outstanding work for each of the Cholayil brands.”

     

    On winning the media business, Rathi Gangappa, CEO, Starcom India added: “This is a prestigious win for us. We were able to demonstrate strong media value for Cholayil and with our Human Experience proposition, we look forward to helping them unlock newer, more contemporary consumer connections. Starcom will help them exceed their marketing objectives and remains committed to their growth and success.”

     

    Said Sonia Khurana, COO – Digitas India: “The entire team at Digitas India is thrilled to partner with Cholayil. It’s not everyday that one gets a chance to work with brands that have such a rich heritage. We are looking forward to providing digital solutions that will help Medimix, Cuticura and Krishna Thulasi connect with new age consumers to drive business growth.”

  • The account was won following a multi-agency pitch

    Leo Burnett India wins creative mandate for Cholayil brands

    By A Correspondent

     

    Leo Burnett India has won the creative mandate for Cholayil’s flagship brands Medimix, Cuticura and Krishna Thulasi for their entire existing product portfolio and future launches. The new business was won after a multi-agency pitch. Leo Burnett India’s Mumbai office will look after the brands.

     

    Speaking about partnering Leo Burnett India, Pradeep Cholayil, CMD, Cholayil Private Limited, said: “Medimix is a heritage Ayurvedic brand which is turning 50 next year. The brand stands for its Ayurvedic goodness and efficacy and has a good connect with its users. We are very strong in the Western region with good footprints in a few north markets. The consumer today has realised the significance of Ayurveda and is slowly shifting from cosmetic products to natural products. We believe that it is the right time for us to expand our presence in the Northern and Eastern markets by leveraging this trend. Today, Medimix has become a global brand with a presence in close to 30 countries. Given this objective and our aggressive plans for the future, we had called for a pitch and ultimately chose to go with Leo Burnett India. We liked their creative approach, the quick understanding of the category and understanding of the brand’s objective.”

     

    Added Dheeraj Sinha, MD – India & Chief Strategy Officer, South Asia, Leo Burnett: “Medimix has very strong equity in personal care. India is witnessing a big revival of interest in Ayurveda and its solutions. With the equity of Medimix and the current megatrend in favour of our indigenous solutions, I am sure Medimix will gain further mind and market share. As the partner agency, we will be thinking of the brand narrative in a way that it keeps the brand contemporary and talks to its audience through various media choices available today.”

     

     

  • The film reflects a regular scenario in the household of every young working woman, who struggles to find time to indulge herself in elaborate skin care rituals

    Medimix unveils campaign for new face-wash

    By A Correspondent

     

    Medimix has launched its latest television commercial conveying the message that Medimix Ayurvedic facewash with six essential herbs is the only way out of being guilty for ignoring the skin. “We were driven by the brand’s potential to reach out to the consumers in a category that is relevant to the segment and aptly addresses the need-gap,”said Murari Srinivasa, Head Marketing & New Product Development, Cholayil Private Ltd.

     

    Metal Communications is the creative agency for brand Medimix and the creator of this film. Added Ambarish Ray, COO, Metal” “Together with the Cholayil team, we started the process of re-crafting the Medimix brand nearly four years ago, and this the latest work to further the Nothing Better Than Natural theme.”

     

    Speaking on the campaign, Pradeep Cholayil, Chairman and Managing Director of Cholayil said: “Medimix has been a household name as one of the most trusted Ayurvedic brand for decades because the natural way is ideal for long-term skin benefits as extended by product portfolio. We hope to give our patrons and customers with products that are ideally suited to the needs to the modern generation.”