Medimix repositions identity on turning 50

30 May,2019

By A Correspondent

 

Having completed 50 years since its inception in 1969, Medimix is shifting focus towards the youth. With its new positioning, ‘Get SkinFit with fast acting Ayurveda,’ it has appointed Parineeti Chopra as its brand ambassador.

 

Said Pradeep Cholayil, Chairman & Managing Director, Cholayil Pvt Ltd, on the association with Parineeti Chopra: “We wanted a face for our brand to carry forward our legacy and were clear that this face would connect with a new, younger audience while at the same time not alienating our core consumers for whom Medimix has become an integral part of their daily life. This year marks the 50th year of Medimix’s journey of providing Ayurvedic goodness. We are repositioning  our brand with an objective of contemporizing our Ayurvedic offering and becoming relevant to new age consumers.”

 

Added Sanju Menon, Executive Vice President, Leo Burnett: “With 50 years of skin expertise, Medimix is re-launching their portfolio with a new promise. As their strategy and communication partner, we decided to bring Parineeti onboard to take this new proposition forward. We believe her persona will drive greater connect with the younger audiences and give the brand a new impetus. We are excited with the association and hope to drive growth for the brand in the market through it.”

 

 

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