Task: The Come back.
The brief from the client was to re-launch Medimix and reconnect with the
consumers in the North, West and East markets of India. Medimix has been a
south centric brand right since its inception.
Medimix brought on board Creativeland Asia early this year to re-launch the brand and appeal to a younger audience.
Medimix is a 40-year-old ayurvedic soap from the Cholayil Group (Ayurveda is
a system of traditional medicine native to India). Made of 18 herbs and
coconut oil, the soap promises deliverance from most skin problems.
Medimix has been a major success in the south of India. In the rest of the
country, Medimix had a very small customer base. These markets were
dominated by beauty soap brands of Unilever and Palmolive.
Process: Pride and Prejudice
We started off with an intensive research. Other than figures, we
tried to uncover the usually unnoticed perspectives of retailers and
consumers. In the course of the study, we stumbled upon a couple of
We discovered that Medimix customers never spoke openly about the fact that they
used the product. There was no pride associated with using Medimix. People
only looked at it as a medicinal solution to their skin problems. In other
words, the soap was purely viewed as a functional product, and was
ignored once the problem was solved.
We also realized that most other soaps promised beauty. And though there’s
no way a cake of soap could make people beautiful, consumers bought it. They
did not buy the idea or belief that a soap could make them beautiful, but
they bought the soap.
With some powerful insights garnered, we now had our task cut out. We had
to increase the consumer base of Medimix, and infuse a sense of pride in
The communication: It works
We broke away from a regular problem solution format, something Medimix was used to for years. And decided do approach the communication with a different tone. Belief.
We had actual users coming forward, holding
the soap with pride in public places and announcing that ‘it works’. We shot the same as a TVC. And created posters and hoardings to