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Writer: exchange4media Mumbai Bureau - Saturday, Mar 25,2006 8:19 AM

Medimix goes for a makeover after 36 years

Medimix goes for a makeover after 36 years

Cholayil Private Limited, a leading FMCG company for toiletries, personal and healthcare, has relaunched its flagship soap brand Medimix. The relaunched Medimix comes in a contemporary new packaging designed by India's leading brand design consultancy, Ray & Keshavan. The new pack depicts the brand's Ayurvedic heritage and contains information about Medimix's unique formulation of 18 herbs and their clinically proven benefits.

Commenting on the relaunch, M. C. Anand Kumar, Senior VP-Sales & Marketing, Dorcas Market Makers Ltd, the marketing arm of Cholayil, said, "The change is major as it comes after 36 years and the response has been very encouraging. The target consumer profile for Medimix traditionally has largely been middle class in the 20 plus age groups. With the relaunch, we would also be targeting the younger age groups and SEC A consumers."

To promote the brand across the country, the relaunch is being supported by a new advertising campaign focusing on the makeover and targeting the younger generation. It will be aired on all leading television channels. This will be supplemented with billboard campaigns, POS and other below-the-line activities.

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