Metal bags Medimix's creative mandate

The agency will handle the brand's advertising across media including TV, print, digital, video and out-of-home.

Metal Communication has been appointed as the creative AOR (agency of record) for ayurvedic soap and personal care brand Medimix. The account will be handled by the agency's Mumbai office.

Metal Communication will provide positioning and advertising support for the brand which will include TV, print, digital, video and out-of-home. Medimix has a range of products under its umbrella including soap in four variants, face wash and talc, with a slew of new launches being planned in the year ahead.

Commenting on this development, V S Pradeep, managing director, Cholayil, says, "Given our aggressive plans for the future, we had called for a pitch and ultimately chose to go with Metal Communications. We liked their breakthrough approach, the quick understanding of the category and our brand that they demonstrated. Metal offers a younger, fresher perspective. And we believe they can partner us very well in our effort to reach our intended audience in the most effective and integrated way."

Kurien Mathews, chairman and MD, Metal Communications, opines, "Given the ambitious plans Cholayil has, going forward not just building the brand in India but also extending its franchise in global markets, makes it even more exciting and challenging."

Cholayil is a Chennai-headquartered company manufacturing and marketing personal care products under the Medimix, Cuticura and Krishna Thulasi brand names. The company aims to have aggressive plans in the personal care market and is looking at building on its already strong equity in the Indian market besides the four southern states. Further, the Medimix brand has been very well received in markets like Taiwan, South Korea and the Middle East. The company is now looking at foraying into the North American market.

Metal is an independent creative agency with offices in Mumbai and New Delhi. It has brands like Axis Bank, Axis Mutual Fund, Cox & Kings, Dainik Bhaskar Group, Fortis Hospitals, Oris Group, Platinum Guild International, Policybazaar.com, Sennheiser, Vatika, among others.