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,...