The account was won following a multi-agency pitch.
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 believe that it is the right time for us to expand our presence in the Northern and Eastern markets by leveraging this trend."
He further added, “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. Leo Burnett India not just brings its rich expertise of understanding various markets but also provides a young, fresh perspective to the brand. We believe they can partner us very well in our efforts to take Medimix to a new pedestal at a global level in the most effective and integrated way."
Ashish Ohlyan, Marketing Head, Cholayil Private Limited said, “The personal care category in India is gradually moving towards Ayurvedic and natural products. The growing penchant for natural and Ayurvedic products gives us an opportunity to expand our presence across markets. We also intend to enter new categories. I am confident that our association with Leo Burnett India is a key step towards taking the brand to new pinnacles with the right positioning and communication.”
Dheeraj Sinha, MD – India & Chief Strategy Officer, South Asia, Leo Burnett said, “Medimix has very strong equity in personal care. India is witnessing a big revival of interest in Ayurveda and its solutions. 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.”
Added Rakesh Hinduja, Chief Operating Officer – West, Leo Burnett India said, “We are keenly looking forward to partner the journey of this precious legacy brand. Medimix has strong equity in various pockets of India and our ambition is to create an unparalleled connect across India. With Leo Burnett’s innovation-oriented and culture context approach, backed by the Power of One, we aim to achieve leadership with newer category benchmarks and work for brand Medimix across the communications ecosystem.”