Mumbai: Medimix India has entered into the handwash category with the launch of its new product Medimix Ayurvedic handwash and unveiled a new campaign to announce the launch. The pandemic has put personal hygiene and care in the spotlight and along with it the benefits of using natural products. Keeping this in mind Medimix which stands for its ayurvedic goodness has launched its own hand wash with the goodness of neem, Tulsi and Aloe Vera.
The film focuses on the products proposition of protection and care. With natural anti-bacterial ingredients the handwash promises 99.9 % protection from germs and at the same time protects the skin from harmful chemicals. The campaign rides on insight that while India is washing hands more often than ever, they tend to do so with harsh chemical-based washes, which end up harming the quality of their hand skin in the long run.
Through the endearing and fun banter between father and daughter, the TVC highlights how Medimix Hand wash not only protects hands against 99.9% germs, but natural actives, in the form of ayurvedic ingredients such as Tulsi, Neem and Aloe, play the role of ‘healer’, by nourishing and caring for the skin as well. The campaign is supported by Digital media.
Speaking about the campaign Sachin Kamble, National Creative Director, Leo Burnett India said “Hand-washing and using a sanitiser have become first nature to us now and are a crucial part of our daily routine. And this habit isn’t going away anytime soon. But at the same time the harmful chemicals can have repercussions on the skin. Leveraging Medimix’s heritage, its Ayurvedic handwash brings the trusted solution of natural ingredients which protects the skin against germs and any kind of damage. Our campaign brings this message forth with a simple but impactful film which will strike a chord with everyone.”
Speaking about the campaign Ashish Ohlyan, Head of Marketing, Cholayil Private Limited said “Our long term brand plans always had a foray in Hand Wash category as an integral part. However, being one of the biggest Ayurvedic personal care brand worldwide, we wanted to offer a Hand wash which doesn’t have to rely on harmful chemicals for germ protection. Medimix Hand Wash offers a unique promise of protection against 99.9% germs through the use of herbal ingredients. The task was to communicate this differentiation in this hyper active category in a simple but convincing manner. We feel that the new campaign is doing that just right by clearly highlighting the product benefits.”
Campaign Credits:
Managing Director, India & Chief Strategy Officer, Leo Burnett South East Asia – Dheeraj Sinha
Managing Director, India & Chief Creative Officer, Leo Burnett South East Asia – Rajdeepak Das
National Creative Director – Sachin Kamble
Business Head – Ashima Mehra
Creative Team – Archit Gadiyar, Vinit Sanghvi, Shivani Gairola, Sayan Sengupta
Planning Team – Shibani Mitra, Vishana Devnani
Account Management – Govind Agarwal, Pradeep Mistry
Production House – Content Factory
Director – Pooja Khemani
Producer – Sanchita Misra, Meesam Raza
