Brands
Why Medimix decided to partner KKR for Dream11 IPL
NEW DELHI: Herbal soap brand Medimix has opened its innings as the official SkinFit and hygiene partner of two-time Indian Premier League (IPL) champions, Kolkata Knight Riders. The brand logo is present on the team’s trouser and will be there throughout the series including the league matches and final matches.
Medimix is giving utmost importance to the players’ health and hygiene by providing hand sanitizer dispensers – thereby ensuring a safe, germ-free environment for the team.
The company has recently forayed into the handwash and hand-sanitizers category, and believes that its stint as an IPL sponsor will give it better reach since cricket cuts across customer demographics.
Medimix has a strong presence in the east and south India. West Bengal is one of the key markets for them and hence the brand decided to back KKR.
“The association fits well with the business strategy to augment the brand awareness leading to business growth in the eastern markets. We are confident that we will be able to unlock the full the potential of this relationship,” explains Cholayil head of marketing Ashish Ohlyan.
Covid2019 created an opportunity for the brand to expand its product portfolio and add handwash and sanitisers to it. Earlier they were mostly focused on bathing soaps related products.
Medimix has released separate ad films for both sanitisers and handwash. The social media campaign with the message 'Ab har situation keliye skin fit bane' (Get #SkinFit for any situation) showcases a young woman acknowledging the new world order post the pandemic, and reinforces the idea of keeping your skin safe and fit, not just indoors but also outdoors when it is exposed to germs, dust and pollution. She uses the sanitisers to ensure her safety. The campaign is conceptualised by Leo Burnett India.
Recently, the brand also released another ad for its handwash category where it showcases a young man returning home after office but is unable to hug his daughter as the latter asks him to first wash his hands using the Medimix hand wash.
Medimix attempts to maximise its social media presence in an outreach to customers seems to be paying dividends. Ohlyan shares, "The campaign #Skinfit received appreciation from various stakeholders. In fact, the digital affinity such gave good results that we compiled some of these comments and released a full-page newspaper ad to showcase our digital media prowess.”
He elaborated that the brand’s core target audience is growing: it’s a mix of traditional and new-age shoppers, mostly from the young and mid-generation, who seek ayurvedic products for their au naturel lifestyle. “This audience has lack of time and patience and seeks faster results from the products that they use,” adds Ohlyan.
Due to the pandemic, people have become more conscious of their health and hygiene, which has resulted in a driving demand for personal care products. A drastic shift towards herbal or ayurvedic products has also been observed owing to growing awareness regarding benefits of organic goods.
A media report says that the personal care market in India has been pegged at Rs 18,400 crores, largely dominated by soaps, while the market estimate for handwashing soaps stands at Rs 8,000 crore.
According to Ohlyan, the personal care segment is playing a big role in the brand’s expansion phase.
"When the lockdown was imposed in the country to curb the virus, the company faced logistic issues in the initial days. But, in the last few months, we have been able to recover and have shown a positive result in the first half and we are all striving towards keeping the momentum going so that we end the financial year with vigorous growth,” he says.
Medimix has not only retained loyal consumers but also attracting newer ones as the brand is constantly reinventing through the innovative marketing mix, adds Ohlyan. The brand will be launching new products like face wash, body wash, etc. to attract new-age consumers. He elaborates: “While conscious urban consumers are driving the growth of the natural segment, rural consumers are not far behind, they are shifting from unbranded or homemade products to these.”
Medimix has been advertising across different mediums and understands that one medium alone can’t provide all the reach needed and it is important to mix-match all consumer touchpoints to communicate with the consumers. Ohlyan explains: “You have to break down barriers between channels, and uniformly empower the consumer and engage them. The choice of media and the proportion of spends for these mediums varies depending on the affinity these mediums have with our target audience.”
However, the company refused to answer about the sales figure it is aiming at in the hand sanitizer category, maintaining the line that these are early days and the product has just been launched. “The initial response is good and we aim to further build the awareness through KKR association and various other media activities.”
"For a brand to survive and stay relevant to the current age, it must reinvent itself and its offering to suit the evolving needs of the consumers,” believes Ohlyan.
Brand Medimix has been in the market since 1969 and offers a wide variety of products to the consumers including – Medimix, Cuticura, Krishna, Thulasi, Sadayush, Dr Sidan’s and others.
Brands
KKR sixes to power EV charger rollout under VIDA campaign
Cricket meets clean mobility as big hits spark India’s charging growth
NEW DELHI: VIDA, the electric mobility arm of Hero MotoCorp, has teamed up with Kolkata Knight Riders to launch a campaign that turns cricketing flair into real-world impact.
Titled ‘6 for 6’, the initiative promises to install a 6kW fast EV charger for every six hit by KKR during the ongoing Indian Premier League season. The idea is simple but powerful, as each big hit on the field contributes directly to expanding India’s fast-charging infrastructure.
The campaign builds on VIDA’s growing network, which already spans over 5,300 fast-charging points across more than 430 cities. With EV adoption gaining pace, the brand is using cricket’s mass appeal to accelerate both awareness and infrastructure growth.
Explaining the thinking behind the move, Hero MotoCorp emerging mobility business unit chief business officer Kausalya Nandakumar said, “Cricket has an incredible ability to unite and inspire millions across the country. With the ‘6 for 6’ campaign, we are turning every big hit on the field into a step towards a cleaner and a more accessible mobility future.”
She added that VIDA’s expanding fast-charging network and removable battery technology are designed to make EV ownership more convenient and practical for everyday users.
From the franchise’s side, the campaign is also about giving on-field moments a larger purpose. Kolkata Knight Riders chief executive officer Venky Mysore said, “The ‘6 for 6’ campaign exemplifies the potential of sport as a platform for meaningful, real-world impact. By linking every six to the expansion of EV charging infrastructure, this partnership transforms fan excitement into tangible progress.”
As part of the rollout, VIDA has introduced co-branded charging stations in KKR’s signature colours, with a flagship installation unveiled alongside team players. The chargers are designed for quick top-ups, powering VIDA scooters from zero to 80 percent in about an hour, while also being positioned along key highways to support longer journeys.
The initiative also taps into VIDA’s removable battery system, which allows users to charge using standard household plug points, adding flexibility to the charging ecosystem.
By blending the thrill of cricket with the urgency of clean mobility, VIDA and KKR have found a neat way to make every six count twice, once on the scoreboard and again on India’s road to an electric future.
