Medimix India has unveiled a new campaign marking its foray into the handwash category with the launch of its new product Medimix Ayurvedic handwash.
The campaign captures the current situation where the pandemic has put personal hygiene and care in the spotlight and along with it the benefits of using natural products.
The film focuses on the product’s proposition of protection and care. 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.
The TVC highlights how the Medimix handwash not only protects hands against germs, but also plays the role of ‘healer’, by nourishing the skin as well. The campaign is supported by digital media.
Watch it here:
Sachin Kamble, national creative director, Leo Burnett India, said, “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.”
Ashish Ohlyan, head of marketing, Cholayil Private, said, “Being one of the biggest Ayurvedic personal care brands worldwide, we wanted to offer a handwash which doesn’t have to rely on harmful chemicals for germ protection. 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.”