Metal Communications has been appointed as the creative AOR (Agency on Record) for ayurvedic soap and personal care brand Medimix, the flagship brand of Cholayil Pvt Ltd. The account will be handled by the agency’s Mumbai branch.
The account was won after multi-agency pitch. The incumbent on the account is Creativeland Asia.
Metal Communications will provide brand positioning and advertising support for the brand. The scope of the assignment will cover TV, print, digital, video and out-of-home. Medimix has a range of products under its umbrella including soap in four variants, face wash, talc, with a slew of new launches being planned in the year ahead.
Commenting on this development, VS Pradeep, MD, Cholayil, said, “Given our aggressive plans for the future, we had called for a pitch and ultimately chose to go with Metal Communications. We liked their breakthrough approach, the quick understanding of the category and our brand that they demonstrated. Metal offers a younger, fresher perspective. And we believe they can partner us very well in our effort to reach our intended audience in the most effective and integrated way.”
Kurien Mathews, chairman and MD, Metal, said, “Medimix is one of India’s heritage brands with a long legacy. Naturally, we are delighted with this new win. Given the ambitious plans Cholayil has going forward not just building the brand in India but also extending its franchise in global markets, makes it even more exciting and challenging. We are confident of building on solid foundations of the Medimix brand and taking it to greater heights.”
Cholayil has very aggressive plans in the personal care market and is looking at building on its already strong equity in the Indian market besides the four southern states. After making inroads with Taiwan, South Korea and the Middle East, Medimix is now aiming to foray into the North American market.
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