MAM
Medimix launches campaign ‘Manmarziyaan’ featuring Katrina Kaif
Ayurvedic personal care brand Medimix has announced a new campaign ‘Skinfit Raho, Manmarziyaan Karo,’ featuring Katrina Kaif. With this new campaign the brand aims to further strengthen this and connect with the younger audience.
Katrina Kaif has been signed as a brand ambassador recently by the brand. Medimix has a brand positioning of ‘Get SkinFit with fast-acting Ayurveda’.
Considering the desire of the millennials to opt for products that give them quick and effective results, Medimix aims to assist them in identifying the function of this efficacy in their lives through fast-acting Ayurveda.
Conceptualized and executed by Mullen Lintas, the TVC showcases the leading Bollywood star Katrina Kaif as her usual bold self, pursuing her interests and crossing the boundaries to do her ‘marzi’ by living fearlessly and being worry-free about her skin.
Be it pursuing her interests like mural painting, making a difference with a plantation drive, or exploring her hobbies outdoors, she does it all without hesitation. Medimix soap bar, infused with 18 natural and organic ayurvedic herbs is the enabler for her to do whatever her heart wishes. With the best of natural ingredients and only natural components, Medimix soap is also free of parabens and sulfates, thus giving her clear, glowing, and flawless skin naturally.
Cholayil Private Ltd managing chairman and director Pradeep Cholayil said, “With its Ayurvedic credentials Medimix has stood tall with the testing times and proven to be a quality product for decades.”
“Katrina Kaif has a similar stature, and she is a self-made Bollywood celebrity. With this campaign we aim to establish the synergy between the two and appeal to a younger audience to truly live your life without the skin worries as Medimix is always there,” he added.
On the launch of this campaign, Cholayil Pvt Ltd VP sales & marketing Ashish Ohlyan stated, “With the launch of this campaign we intend to strengthen the SkinFit positioning of Medimix by adding another dimension.”
“As a brand we are constantly evolving ourselves to appeal to the younger audience and this new campaign urges today’s young females to come out of the shackles of various constraints and fulfill their desires to gain new experiences. We hope this campaign will help us achieve the desired traction with today’s modern and progressive women of India”
Commenting on the campaign,Mullen Lintas ML Corporate chief creative officer Garima Khandelwal said, “Medimix with its legacy of Ayurveda has stood for skin that’s skinfit, with this new campaign we wanted to launch the newest positioning “SkinFit raho, Manmarziyaan karo”, liberating today’s woman of any fear of skin damage and follow her heart to pursue whatever it is she wishes for.
She added, “Whether societal or self imposed, there should never be any constraint on what she thinks she can achieve. With natural cues that are the brand codes, we reimagined the brand world with a visual scale and this fresh new attitude with the fresh new brand ambassador and a high energy hummable track.”
MAM
India’s experience economy grows as live events market hits Rs 17,000 crore
EY-Parthenon and BookMyShow report finds 78 per cent Indians prefer experiences over products
MUMBAI: India’s live entertainment scene is no longer just about music, comedy or festivals. It is increasingly becoming a powerful stage for brands seeking deeper connections with consumers.
A new report titled Beyond Attention, Into Immersion by EY-Parthenon and BookMyShow suggests that India’s experience economy is entering a strong growth phase, driven by consumers who are choosing memorable moments over material purchases.
According to the study, the country’s live events ecosystem, which includes concerts, comedy tours, festivals and immersive exhibitions, is estimated to reach around Rs 17,000 crore in 2025. The growth reflects a broader cultural shift in how Indians spend their time and money.
The report finds that 78 per cent of Indian consumers now prefer spending on experiences rather than physical products. From attending concerts and festivals to participating in interactive brand installations, audiences are increasingly seeking engagement, community and shareable moments.
This change in consumer behaviour is particularly evident among younger audiences who want to participate rather than simply watch. Instead of passively consuming entertainment, many now look for experiences that allow them to interact, express themselves and connect with like minded communities.
For marketers, this shift has turned experiential marketing into a strategic priority rather than a promotional add on. Brands are moving away from interruption driven advertising and towards immersive formats that allow consumers to discover, test and emotionally connect with products.
The report suggests that experiential marketing now plays a role across the entire consumer journey. It can spark brand discovery, strengthen storytelling, encourage product trials and ultimately influence purchase decisions and loyalty.
The impact is already visible. Post event surveys conducted among 7,450 attendees at major events including Lollapalooza India and concerts by Ed Sheeran and Guns N’ Roses highlight the effectiveness of these experiences.
Around 59 per cent of attendees recalled brands they interacted with during the events, while 55 per cent said those interactions increased their likelihood of purchasing from the brand. A further 63 per cent reported that brand activations actually enhanced their event experience rather than distracting from it. Nearly 29 per cent also said the interaction improved their perception of the brand.
Brands are also changing the way they approach events. Instead of simply putting logos on stages or banners, companies are building experiences into the fabric of the event itself.
Financial services brands, for example, are offering early ticket access, exclusive lounges and curated event experiences for cardholders. Fashion and beauty companies are using festivals to showcase products through pop ups, interactive installations and social media friendly spaces that encourage visitors to share their experiences online.
The scope of experiential marketing now stretches far beyond live entertainment. Retailers are designing experiential stores where customers can explore products in lifelike environments. Entertainment platforms are extending popular intellectual properties into immersive exhibitions and fan events. Technology is also playing a growing role through augmented reality and virtual try on tools that blend digital discovery with physical interaction.
Cultural festivals remain one of the most powerful platforms for such engagement in India. Celebrations such as Navratri and Holi bring together large communities, emotional participation and heightened consumer spending. For brands, these moments offer an opportunity to become part of the celebration rather than simply advertise around it.
Despite the momentum, the report notes that some companies still hesitate to adopt experiential marketing at scale. Budget constraints, limited expertise and uncertainty around measuring return on investment remain common concerns.
However, the growing body of data around consumer engagement and brand impact is gradually addressing these challenges. More marketers are expected to allocate a larger share of their budgets to experiential formats over the coming years.
Taken together, the findings point to a clear trend. As consumers seek meaning, memories and moments worth sharing, live experiences are emerging as one of the most powerful ways for brands to stay relevant in a crowded media landscape.
