Medimix Prickly Heat powder takes the monkey off your back in just 3 days
The TVC has been conceptualised by Creativeland Asia, and highlights the product's natural ingredients and its ability to provide quick relief from prickly heat
BestMediaInfo Bureau | Delhi | May 27, 2013
Medimix, the largest selling ayurvedic soap in the world and the flagship brand of Cholayil, has rolled out a new TVC for its new prickly heat powder. The TVC, conceptualised by Creativeland Asia, highlights how Medimix Prickly Heat Powder gives complete relief from prickly heat in just three days through its powerful NOK (Natural Organic Khus) formula. The product is being promoted through an interesting tagline in sync with the brand's positioning – “3 din wala ayurvedic formula.”
The 30-second TVC has already gone on air. The objective of the film is to highlight how Medimix NOK formula helps to give complete relief from prickly heat. The kid acting like a monkey in the TVC due to prickly heat and his mother finding the solution in Medimix Prickly Heat Powder shows the relevance of the theme. The idea of the TVC has been made humorous in order to catch the imagination of the audience.
The ad shows how the child is more like a monkey in his school because he is having prickly heat. After three days, it is revealed that the kid gets removed from the garb of the monkey, establishing the fact that Medimix Prickly heat powder with NOK formula helps to relieve prickly heat in just three days. The ad basically conveys the message as to how the 3-day NOK formula helps to resolve the problem of prickly heat.
The thought of new TVC here is to make mothers and other family members understand how difficult it is to cope with prickly heat and how Medimix Prickly Heat can do wonders once it is used, and results can be seen within a matter of three days.
Subarna Sen, Brand Manager, Medimix, said, “With 3-4 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 a way no other products has been marketed in the category. Also, as far as the other players go, they have reached a level of fatigue or decline as they have nothing new to offer. Medimix being Ayurvedic, has achieved the differentiation. Also, the monkey factor was bought in to bring a sense of humor so that the ad creates a rapport with the viewers.”
Commenting 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.”
The TVC has been produced by Equinox. OMD India is the media agency.
The campaign will be spread over two months during the summer season. It will be supported by on-ground activation, print ads and radio commercials. The television campaign is going to run across Hindi GECs and other lifestyle channels. The radio campaign will be focused on tier 2 and tier 3 markets. Cholayil is also adopting experiential marketing through sampling across various touch points.
Cholayil has changed the way the world has looked at Ayurveda and its concepts by launching its flagship brand Medimix more than four decades ago. “Twenty-five years ago, I had introduced two 'superstars' in my movie 'Apoorvaraagangal'. One was Rajinikanth and the other Medimix”, said noted Tamil film-maker K Balachander at a function held in Chennai in 2002. The launch pad provided by the superhit movie of the seventies, where the heroine Jayasudha was a Medimix salesgirl, accelerated the journey of Medimix from an essentially itch-soap brand to one of beauty and everyday soap.
/bmi/media/agency_attachments/KAKPsR4kHI0ik7widvjr.png)
Follow Us/bmi/media/post_banners/f2fe204a19c130fa9d9785fef3a2defd84d5b1b17b06dda714b0fdbe95cb5fe5.jpg)
/ "medimix")