Chennai-based Ayurvedic personal care brand Medimix has launched a new regional campaign featuring popular actors Amruta Khanvilkar (Marathi) and Kinjal Rajpriya (Gujarati), reinforcing its hyperlocal strategy in key markets-Maharashtra and Gujarat.
The new TVC highlights common skincare concerns like dullness and pollution through a relatable, light-hearted exchange between two characters-one rooted in Ayurveda and the other confronting modern urban stressors. Medimix’s iconic 18-herb formula takes center stage, positioned as a gentle, natural remedy for daily skin issues.
According to IMRB data, Medimix holds a 45% volume share in Maharashtra’s natural soap segment and has shown strong MAT growth in Gujarat. The brand’s broader product portfolio includes soaps, body washes, face washes, and handwashes, all rooted in traditional Ayurvedic ingredients designed for modern users.
Amruta Khanvilkar expressed pride in the association: “Medimix is a part of my childhood. This brand has always represented trust and gentle care. Being its face in Maharashtra feels deeply personal.”
Kinjal Rajpriya added, “Ayurveda has always had answers for skincare. Medimix isn’t just a legacy brand—it’s timeless. I’m honoured to represent it in Gujarat.”
Anupam Katheriya, CEO of Cholayil, noted: “This campaign reinforces our regional connect. Amruta and Kinjal embody the spirit of Medimix in their respective regions. These markets are key to our growth journey, and local storytelling helps us build stronger resonance.”
With this campaign, Medimix deepens its commitment to Ayurvedic authenticity through culturally tailored communication.
