MAM
Medimix forays into handwash category
NEW DELHI: Handwash brands have been making a merry this year as the Covid2019 induced pandemic has increased the health and hygiene concerns for the people. They are following the handwash protocols strictly than ever and this has increased the need for the handwash and soaps in the market.
Starting March 2020, when PM Modi announced the first lockdown in the country, several big and small brands have forayed into this category. The market, since then, has widened, become competitive and so has the distribution expanded with it.
Amid this, Medimix, a leading player in the soap category, has unveiled a new campaign marking its foray into the handwash category with the launch of its new product Medimix Ayurvedic handwash.
The campaign captures the current situation where the pandemic has put personal hygiene and care in the spotlight and along with it the benefits of using natural products.
The film focuses on the product's proposition of protection and care. The campaign rides on insight that while India is washing hands more often than ever, they tend to do so with harsh chemical based washes, which end up harming the quality of their hand skin in the long run.
The TVC highlights how the Medimix handwash not only protects hands against germs, but also plays the role of ‘healer’, by nourishing the skin as well. The campaign is supported by digital media.
Leo Burnett India national creative director Sachin Kamble said, “Leveraging Medimix’s heritage, its Ayurvedic handwash brings the trusted solution of natural ingredients which protects the skin against germs and any kind of damage. Our campaign brings this message forth with a simple but impactful film.”
Cholayil head of marketing Ashish Ohlyan said, “Being one of the biggest Ayurvedic personal care brands worldwide, we wanted to offer a handwash which doesn’t have to rely on harmful chemicals for germ protection. The task was to communicate this differentiation in this hyper active category in a simple but convincing manner. We feel that the new campaign is doing that just right by clearly highlighting the product benefits.”
Media reports say that the personal wash care market in India has been pegged at Rs 18,400 crore, largely dominated by soaps and the market estimate for handwashing soaps stands at Rs 8,000 crore.
Cholayil has a big portfolio – Medimix, Cuticura, Krishna Thulasi, Sadayush, Dr Sidhan’s. They have always had a strong presence in soap and bathing bars and this is the first time they are getting into the hand wash category.
Medimix has always been a big advertiser and been present on different platforms.
AD Agencies
Tawana Burnett to lead social and influencer jury at Abby Awards 2026
Meta’s Apac leader takes the reins for Abby Awards, adding flair to social content
MUMBAI: Tawana Burnett, Meta’s Head of Top Accounts and Agencies for Apac, has been named jury chair for the new social content and influencer ,arketing category at the Abby Awards 2026, powered by The One Club | The One Show.
With a 25-year career spanning the US, EMEA, Latam, and Apac, Tawana has worked on campaigns for some of the world’s biggest brands and leading advertising agencies. At Meta, she guides CMOs, business leaders, and agencies on harnessing digital and emerging advertising solutions to accelerate brand growth.
Before joining Meta, Tawana led award-winning product teams at Intuit, LeapFrog, Johnson & Johnson, and Pfizer, helping launch iconic products including QuickBooks, Listerine, Advil, and ChapStick.
A champion of diversity, she was featured in Adweek’s Women Trailblazers in 2019 for mentoring more than 15 women-led startups and for her work on the #biascorrect campaign that promotes women in leadership. She was also recognised in Ad Age’s Global Leading Women Class of 2023, The List in 2024, and served as juror for Spikes Asia and Mad Stars 2024.
Tawana has held leadership roles in the Singapore Inclusion Council at Meta, the IAB SouthEast Asia & India Board, and currently serves on the boards of IAA SEA and the Ronald McDonald House in New York City. Originally from New York, she now lives in Singapore with her husband and daughter.
The Abby Awards 2026, presented by The One Club | The One Show, will be held during Goafest 2026 from 20 to 22 May in Goa, celebrating creativity across the region.
