Leo Burnett India wins creative mandate for Cholayil brands

24 Jan,2019

By A Correspondent

 

Leo Burnett India has won the creative mandate for Cholayil’s flagship brands Medimix, Cuticura and Krishna Thulasi for their entire existing product portfolio and future launches. The new business was won after a multi-agency pitch. Leo Burnett India’s Mumbai office will look after the brands.

 

Speaking about partnering Leo Burnett India, Pradeep Cholayil, CMD, Cholayil Private Limited, said: “Medimix is a heritage Ayurvedic brand which is turning 50 next year. The brand stands for its Ayurvedic goodness and efficacy and has a good connect with its users. We are very strong in the Western region with good footprints in a few north markets. The consumer today has realised the significance of Ayurveda and is slowly shifting from cosmetic products to natural products. We believe that it is the right time for us to expand our presence in the Northern and Eastern markets by leveraging this trend. Today, Medimix has become a global brand with a presence in close to 30 countries. Given this objective and our aggressive plans for the future, we had called for a pitch and ultimately chose to go with Leo Burnett India. We liked their creative approach, the quick understanding of the category and understanding of the brand’s objective.”

 

Added Dheeraj Sinha, MD – India & Chief Strategy Officer, South Asia, Leo Burnett: “Medimix has very strong equity in personal care. India is witnessing a big revival of interest in Ayurveda and its solutions. With the equity of Medimix and the current megatrend in favour of our indigenous solutions, I am sure Medimix will gain further mind and market share. As the partner agency, we will be thinking of the brand narrative in a way that it keeps the brand contemporary and talks to its audience through various media choices available today.”

 

 

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