Riding on the legend of King Mahabali’s annual visit from Pathala (netherworld) to meet his people during Onam, AVA Cholayil’s soap and wellness brand Medimix launched an animated film this year.
Agency Ralph&Das conceptualised the video.
In the film, we see that he is about to get ready for the trip but realises that he has run out of soap. No other soap will do, says Mahabali, and refuses to have his bath, making people on earth wait eagerly for his arrival. When someone hands him his favourite – Medimix – the joyous Mahabali bathes and lands in his kingdom, to the relief of his rejoicing subjects. He also carries with him loads of Medimix bars when returning to his abode.
Bimal S, Marketing Head, AVA Cholayil (Medimix), said, “As is tradition, Malayalee expats from around the world come to Kerala for Onam, and return with heaps of their beloved Medimix Classic soaps, or at least enough to last them till their next trip. The intent behind the video was to make sure to convey our appreciation to them too, while wishing everyone in Kerala a happy and prosperous Onam. The need of the day was something unique, fun and memorable, and when we received the script for the film, we knew it had hit the spot.”
Ajay D’souza, Creative Director, Ralph&Das, said, “The insight was simple – Mahabali loves the classic soap as much as his loyal subjects do and he doesn’t step out without a Medimix bath. The rest just fell into place. We’re really happy with how it turned out and the way the video was received. Special shout out to our Kochi-based animation agency, Eunoians, for doing a fantastic job in turning things around under a tight deadline.”
The video had garnered over 5 million views on YouTube, Instagram and Facebook as on September 7, 2023, according to the company.
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