Leo Burnett India 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.
Medimix is known to contain 18 specially selected Ayurvedic herbs that come together to solve skin problems. In 2012, Cholayil, India’s leading Ayurvedic personal care company, forayed into a wide range of personal hygiene segments – face wash, body wash, intimate hygiene wash and gel moisturisers – under brand Medimix. Even today, however, Medimix soap is the rightful leader in the Ayurvedic Soap category and the ‘Most Trusted’ Ayurvedic brand in India.
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. We intend to increase our market share in our core markets and expand into new territories. Apart from expansion, we have plans of bringing in new products under the Medimix portfolio in both domestic and international markets.”
He further added, “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 of the brand’s objective. Leo Burnett India not just brings its rich expertise of understanding various markets but also provides a young, fresh perspective to the brand. We believe they can partner us very well in our efforts to take Medimix to a new pedestal at a global level in the most effective and integrated way.”
Ashish Ohlyan, Marketing Head, Cholayil Private Limited said, “The personal care category in India is gradually moving towards Ayurvedic and natural products. We have a heritage brand with strong equity in Ayurveda and trust of 50 years. The growing penchant for natural and Ayurvedic products gives us an opportunity to expand our presence across markets. To connect well with consumers in new markets, we have a task of making our Ayurvedic offering relevant for all age groups. We also intend to enter new categories. I am confident that our association with Leo Burnett India is a key step towards taking the brand to new pinnacles with the right positioning and communication.”
Dheeraj Sinha, MD – India & Chief Strategy Officer, South Asia, Leo Burnett said, “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.”
Added Rakesh Hinduja, Chief Operating Officer – West, Leo Burnett India said, “We are keenly looking forward to partner the journey of this precious legacy brand. Medimix has strong equity in various pockets of India and our ambition is to create an unparalleled connect across India. With Leo Burnett’s innovation-oriented and culture context approach, backed by the Power of One, we aim to achieve leadership with newer category benchmarks and work for brand Medimix across the communications ecosystem.”