Medimix prickly heat powder promises three-day recovery from 'monkeying'

Medimix, the flagship soap brand of Cholayil, has rolled out the first TV commercial for its new product Medimix prickly heat powder. The TVC went on air on 17 April and will be spread across media for two months. The campaign will be further supported by on-ground activation, print ads and radio commercials.

The new commercial claims that Medimix Prickly Heat Powder can offer relief from prickly heat in three day. The TVC opens on 'Day one', where a young boy is shown in the garb of a monkey. He answers questions asked by his teacher while he scratches his body due to prickly heat. The situation gets repeated on day two. But on day three, the boy recuperates from the prickly heat and returns to his human form. His classmate guesses right and asks him if it is 'day three'. The boy's mother then noting that kids reacts like monkeys when they have prickly heat. This is followed by a voice over that explains how one can get recuperate from prickly heat in three days.

On the proposition, Subarna Sen – brand manager, Medimix, says, "With three to four players in the prickly heat category, it was a challenge to make a differential product - literally a David vs. Goliath position. We had to market our product in such a way that no other products have been marketed in the same category. Also, as far as the other players go, the brands have reached a level of fatigue or decline, as they have nothing new to offer. Today’s consumer indeed is the king and wants something new every other time."

On the creative route, she added, "The monkey factor was bought in to bring that sense of humour so that the ad creates a rapport with the viewers.”

On the TVC, Anu Joseph – executive creative director, Creativeland Asia, said, “We had to do something clutter-breaking and memorable in a category which is quite sterile in its communication. I believe we have created something that is simple, evocative and effective using a powerful insight.”

Credits:

Client: Cholayil

Brand: Medimix Prickly Heat Powder

Creative agency: Creativeland Asia

Media agency: OMD

Production House: Equinox