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
IICT partners with Gativedhi to bring studio production tools to students
New MoU lets students explore AI-driven production pipelines for AVGC-XR
MUMBAI: The Indian Institute of Creative Technologies (IICT) has teamed up with Gativedhi Technologies to give students a front-row seat to modern studio production. The collaboration will integrate Gativedhi’s AI-powered production intelligence platform, Shotrack, into academic programmes, letting students experience the workflow systems used by animation, VFX and gaming studios.
Under the MoU, faculty, students and researchers will get hands-on access to Shotrack through beta programmes, pilot deployments and academic evaluations. This will allow them to explore simulated production pipelines, understand asset management, track tasks and monitor schedules, essentially seeing how complex projects come together behind the scenes.
Shotrack is designed to tackle a key industry challenge: when multiple studios work on the same project, differing internal systems often create bottlenecks, slow approvals and complicate version control. The platform provides a unified production environment, enabling smoother collaboration across distributed teams while generating operational insights and predictive analytics to optimise crew allocation, forecast schedule risks and manage costs.
The collaboration also opens doors to Gativedhi’s wider ecosystem. Upcoming tools include StudioTrack, for studio operations management covering budgeting, recruitment and IT infrastructure, and WorkTrack, which measures workflow efficiency and team productivity across industries.
IICT plans to embed these tools into programmes covering animation pipelines, VFX workflows, gaming production and media project management. Students will also benefit from guest lectures, masterclasses, workshops, internships and research projects that connect academic learning with real-world studio practices.
IICT CEO Vishwas Deoskar, said the partnership provides “An environment where production pipeline tools can be explored, tested and refined while students gain insight into how large-scale productions are organised.”
Gativedhi Technologies founder & CEO Senthil Kumar added, “This collaboration introduces students to real-world studio management tools and helps us improve our platform with academic feedback.”
With Shotrack in classrooms, India’s future animators, VFX artists and gaming producers will get a taste of studio life long before they step into one.
