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.”
AD Agencies
Abhay Duggal joins JioStar as director of Hindi GEC ad sales
The streaming giant brings in a seasoned revenue hand as the battle for Hindi television advertising heats up
MUMBAI: Abhay Duggal has a new desk, and JioStar has a new weapon. The media and entertainment veteran has joined JioStar as director of entertainment ad sales for Hindi general entertainment channels, adding 17 years of hard-won revenue experience to one of India’s most powerful broadcasting operations.
Duggal is no stranger to big portfolios or bruising markets. Before joining JioStar, he spent a brief stint at Republic World as deputy general manager and north regional head for ad sales. Before that, he put in three years at Enterr10 Television, where he ran the north region for Dangal TV and Dangal 2, two of India’s leading free-to-air Hindi channels. The north alone accounted for more than 50 per cent of total channel revenue on his watch, a number that tends to get attention in any sales meeting.
His longest stint was at Zee Entertainment Enterprises, where he spent over six years rising to associate director of sales. There he commanded the Hindi movies cluster across seven channels, owned more than half of north India’s revenue across flagship properties including Zee TV and &TV, and closed marquee sponsorships across the Indian Premier League, Zee Rishtey Awards and Dance India Dance. He also handled monetisation for the English movies and entertainment cluster and the global news channel WION, a portfolio that would stretch most sales teams twice his size.
Earlier in his career Duggal closed what was then a Rs 3 crore single deal at Reliance Broadcast Network, one of the largest in Indian radio at the time, before that he helped launch and monetise JAINHITS, India’s first HITS-based cable and satellite platform.
His edge, by his own account, lies in marrying data and instinct: translating audience trends, inventory signals and client demands into long-term partnerships built on cost-per-rating-point discipline rather than short-term deal chasing. In a media landscape being reshaped by streaming, fragmented attention and AI-driven advertising, that kind of rigour is increasingly rare and increasingly valuable.
JioStar, which blends the scale of Reliance’s Jio platform with the content firepower of Star, is doubling down on its advertising business at precisely the moment the Hindi GEC market is getting more competitive. Bringing in someone who has spent nearly two decades doing exactly this, across some of India’s most watched channels, is a pointed statement of intent. Duggal has spent his career turning audiences into revenue. JioStar is clearly betting he can do it again, and bigger.
