New Delhi: Having completed 50 years since its inception in 1969, Cholayil-owned legacy soap brand Medimix is tweaking its advertising strategy to appeal to young consumers. The company has brought Bollywood actor Parineeti Chopra who will be seen promoting the product across media platforms.
With a new positioning ‘Get SkinFit with Fast Acting Ayurveda’, the company aims to give the brand a contemporary spin to connect with young consumer.
“We wanted a face for our brand to carry forward our 50 years of legacy and were clear that Parineeti 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. We are repositioning our brand with an objective of contemporizing our Ayurvedic offering and becoming relevant to new age consumers," said Pradeep Cholayil, chairman and managing director, Cholayil Pvt. Ltd.
Noting that Indian consumers are shifting towards products with less or no chemicals, Ashish Ohlyan, head of marketing and new product development, Cholayil Pvt. Ltd stated there’s still a myth about the efficacy of such products.
“Young consumers feel that natural products take a lot of time in providing results, and there is a serious dearth of time and patience in their fast-paced life. Medimix has been repositioned to bust this myth with the new brand positioning," he added.
Medimix portfolio consists of soaps with four variants (18 Herbs, Natural Glycerine, Sandal and Turmeric) and face washes with eight variants (anti pimple, anti tan, oil clear, everyday face scrub, moisturising, natural glow, turmeric and anti pimple).
Cholayil is amongst Kerala's respected Ayurvedic families which has been practising Ayurveda for generations. It has diversified its business into personal care, Ayurvedic Pharma products and Ayurvedic treatment and care services. Medimix, Cuticura and Krishna Thulasi are the three main brands that Cholayil has under its fast moving consumer goods (FMCG) business segment.