Medimix boards Mumbai Metro with unique branding to connect with young on-the-go female audiences

Medimix, the flagship brand of Cholayil Group, undertook an innovative branding initiative on the Mumbai Metro network in partnership with Times OOH that holds exclusive branding rights on this network. The leading ayurvedic personal care brand saw in this campaign the opportunity to showcase its complete skin care solutions to the young on-the-go female audiences.

Medimix unveiled high intensity branding at the Azad Nagar Metro Station, turning the transit location into a veritable ‘Medimix Azad Nagar’. This station is in close proximity of residential societies and educational hubs. The branding was writ large on signages, pillars, escalators, ticket counters, lifts, and other media formats.

“Metro Station Branding is an imagery driving media, especially in a city like Mumbai that has helped us in getting closer to our target audience i.e. New Age, Progressive & Modern Female audience. The exclusive station branding at Azad Nagar has helped in breaking the clutter. It has created a high frequency presence with concentrated presence at one location. The Beauty Coach concept has built an Up & Close communication with Female Audience with direct targeting. We are glad to have partnered with Times OOH as they had planned and executed the entire branding seamlessly,” said Ashish Ohlyan, Vice President Sales & Marketing, Cholayil

“Station branding is a wholesome branding property that allows brands to cut the clutter and design impactful communication without a miss. Medimix has made strategic presence with Azad Nagar Metro Station Branding in Mumbai. The station caters to the right audience along with a bouquet of branding opportunities,“ said Anchal Dhawan - Business Head, Times OOH.

Medimix converted two regular women’s coaches into ‘Beauty Coaches’. On this, Roshan Rawat, Group Head - Marketing Communication, Creative & Digital, Times OOH, said:“Beauty Coach is a novel concept in India that Medimix has implemented for the first time in the Indian OOH industry. The idea behind converting normal women’s coaches into beauty coaches is to build a direct communication between the brand and its TG where the Mumbai Metro’s exclusive women’s coach provided an elbow room to bring them both together. We are glad that the brand gave us the bandwidth to go the extra mile where our Creative Team could package innovation like this.”