MAM
Medimix rolls out new TVC with regional stars Amruta Khanvilkar and Kinal Rajpriya
MUMBAI: Medimix launched its new TVC featuring celebrated Marathi actress Amruta Khanvilkar and popular Gujarati star Kinjal Rajpriya. The campaign marks a step in the brand’s localized narrative building journey – spotlighting culturally resonant, relatable skincare narratives powered by the time-tested wisdom of Ayurveda.
With a legacy of over five decades, Medimix has been trusted by millions for its time-tested Ayurvedic formulations that combine the wisdom of tradition with the needs of today’s consumers.
Medimix has long been synonymous with effective, herbal-based products rooted in its Ayurvedic heritage. At the heart of the brand lies its soul: the power of 18 herbs- a signature blend of ingredients perfected over time and passed down like a family secret, forming the foundation of every Medimix soap, addressing everyday skin concerns like pimples, dryness and sensitivity with natural, fast-acting care.
This new campaign reinforces Medimix’s ‘Skin-Fit’ agenda – helping users have a clear & glowing skin. The film blends regional flavor with universal skincare truths. Amruta plays a confident, glowing protagonist who has embraced Ayurveda as a way of life. Starring opposite her, Kinjal portrays the relatable consumer dealing with common urban skin stressors like pollution and dullness. Through their warm, engaging exchange, the film shows how Medimix helps transform daily nakhras into real, lasting nikhaar. As part of its continued efforts to build stronger connections with audiences across the key geography, the brand is deepening its focus on culturally relevant partnerships. By collaborating with a regional icon like Amruta Khanvilkar, Medimix aims to strengthen its presence in key markets and take its message of natural skincare and holistic wellness to the heartlands of India.
Speaking on her association with the brand, Amruta Khanvilkar shared, “Medimix has always felt like home – a name I grew up with and trusted. To now be part of the Medimix family is truly special. This isn’t just another endorsement for me, it’s deeply personal. I believe in gentle, effective and natural skin care, which is exactly what Medimix stands for.”
Kinjal Rajpriya mirrored the sentiment, “Medimix is a legacy brand that’s still so relevant today. While skincare trends may come and go, Medimix proves that some things are simply timeless. I’m proud to represent the brand for Gujarat and bring the benefits of Ayurveda to a wider audience.”
Cholayil Private Ltd CEO Anupam Katheriya commented, “This new TVC is a reflection of our vision – to reinforces it’s regional connect in core geographies. Amruta and Kinjal are the perfect ambassadors for our hyperlocal approach, as we deepen our connection with consumers in Maharashtra and Gujarat. With a 45% volume share in Maharashtra’s natural segment and strong MAT growth in Gujarat (IMRB Panel), these markets are vital to our continued momentum.”
The campaign supports Medimix’s broader brand journey: We’ve always believed in skincare that’s rooted in tradition yet relevant to today’s lifestyle. Today, the brand’s portfolio spans soaps, handwashes, bodywashes, and facewashes – each rooted in Ayurveda, tailored for modern skin needs.
The TVC is now live across online and offline channels. Watch the film here:
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Brands
Axis Bank named Official Banking Partner of DP World PGTI
Partnership supports all tournaments this season to grow professional golf in India.
MUMBAI: Axis Bank just teed up a hole-in-one partnership because when a bank sponsors golf’s biggest swing in India, even the fairways feel more financially secure. Axis Bank has been appointed Official Banking Partner of the DP World Professional Golf Tour of India (DP World PGTI), strengthening its commitment to sporting excellence and community engagement while backing the growth of professional golf across the country.
Under the partnership, Axis Bank will support all DP World PGTI tournaments this season, contributing to talent development, enhanced tournament experiences and wider fan engagement. The collaboration aligns the bank’s values of precision, discipline and trust with the Tour’s focus on performance and opportunity.
Axis Bank executive director Munish Sharda said, “We are pleased to partner with DP World PGTI as its Official Banking Partner. Golf embodies precision, discipline, and a pursuit of excellence qualities that strongly reflect who we are at Axis Bank. This association also strengthens our engagement with India’s growing premium customer segments, where the sport has a deep and enduring connect.”
Professional Golf Tour of India president Kapil Dev said, “We are extremely pleased to welcome Axis Bank as a Tour Partner of the DP World Professional Golf Tour of India. Partnerships of this stature play a vital role in strengthening the foundation of the Tour, enhancing opportunities for our players, and expanding the sport’s reach across the country.”
Professional Golf Tour of India CEO Amandeep Johl added, “Axis Bank’s strong legacy of excellence, innovation, and nationwide reach aligns perfectly with DP World PGTI’s goal to elevate professional golf in India and provide greater opportunities for our players.”
In a sport where every stroke counts and every partnership drives distance, Axis Bank isn’t just backing golfers, it’s investing in the fairway to future, turning India’s greens into a stage where precision meets passion and every drive has the power to inspire.
