Medimix: Family Owned Business vs Beauty Category Behemoths

Indian Ayurvedic soap Medimix ran a multi-channel campaign to attract new millennial users, and grow volume and value by creating relevance and driving daily use.

Campaign details

Brand: MedimixBrand owner: CholayilAgency: Leo BurnettMarket: IndiaIndustries: Bath toiletries, soapsMedia channels: Integrated, Outdoor, out-of-home, Packaging & design, Social media, TelevisionBudget: 1 - 3 million

Executive summary

Medimix, a 50-year-old Ayurvedic soap brand, developed an integrated campaign to build relevance with Indian youth living in the ‘age of instant’ to halt growth decline.

  • Research found that young women saw Medimix as old school, Ayurveda as slow and the product as ‘curative only’, which was reflected in plunging sale numbers.
  • After reviewing beauty in the modern context,...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands