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Medimix Classic (18~herb)

The Challenge

Medimix, an Ayurvedic soap brand with over 50 years of product excellence, was facing stagnant growth for its flagship soap – the 18 Herb classic variant. Our challenge was making it relevant to younger women in their late teens and early 20s.

 The Opportunity

Young people are hyper-gadgeted and plugged in 24×7. Preferring all things quick and ready-made, they do however believe that when it comes to their own health and well-being, natural products and solutions are the best. This belief is amply evident in the rising popularity of yoga and organic foods.

So, when it comes to skin care and looking good, what better than the natural goodness of our 18-Herb classic soap?

The Solution

Our solution was to introduce the natural goodness of the 18-Herb classic soap as the best natural solution for pimple-free, great looking skin and connect it with the timeless wisdom of mothers and grandmothers. When it comes to being healthy and looking good, no one’s intent is purer than a mother’s.

And that is the voice of the soap – come home to Ayurveda and the natural solutions of the 18-Herb soap.



The portfolio contribution of the 18-Herb classic soap has grown manifold and there have been increased offtake and recall among the core audience group of 18 to 25-year-old urban women.

Very young, very today, very high-gadgeted?

OK. Now try ignoring this message:

There's nothing better than natural!

Metal proved it’s creative strength by delivering 15% growth last year for Medimix. Their ideas are fresh and create an edge for the brand in the market. The team is clearly focused on brand success.

Pradeep Cholayil

Managing Director, Cholayil Limited

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