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Medimix makes them go'Mirror, mirror"¦'

By Bhawana Anand - December 02, 2013

Medimix, an Ayurvedic Face Wash product from Cholayil, has developed an innovative mirror advertisement at the New Delhi Metro Rail. The brand's women centric campaign was developed with the support of Prime Market Reach, the OOH agency and EG Communication, a media owning firm.

Medimix, the Ayurvedic Face Wash took in an innovative new twist, included the women audience as brand ambassadors of the product. The creative of the campaign showcases the features and image of the face wash product and in the midst of it highlights a mirror where women can see their own faces. The objective of the campaign was to build brand equity among younger women consumers (college goers and young professionals). The campaign has been running inside Metro Rail panels in New Delhi for two months and executed only in the ladies' compartments.  Prime Market Reach, OOH agency developed the campaign and EG Communication owns the rights for insider metro panels.      

"The face wash product was launched in 2012 in North and West markets without any advertising support. The product made its presence felt to the audience through retail outlets only. However, the brand faced competition with the increasing product launches and marketing activities of leading brands and Medimix trials got reduced periodically and became stagnant by the end of last financial year. Therefore, this financial year Cholayil introduced a new TVC for its face wash and ran an all India campaign through TV, Outdoor and on-ground sampling to overcome this stagnancy,” says Subarna Sen, Brand Manager, Medimix.
The brief given to the agency was to create a unique memorable way for connecting to the consumer by showing them their beauty naturally as they see themselves in the mirror and create awareness and build equity for Medimix AyurVedic Face Wash.
The advertisement was displayed in 5 trains on Line III /IV (Dwarka to Noida City Centre / Vaishali). The creative was drafted with acrylic mirror sheet and vinyl border and the agency found creating the exhibit panel quite challenging. For the metro media owners, maintaining the panels was the main challenge. But the campaign seems to have received very good feedback.

Praveen Gupta, Director, EG Communication said speaking about using innovations in OOH campaign, "There are some limitations due to which the innovation can't be done. So, as and when the opportunity arises, we are very much open to do it. Earlier we have created innovation for Kissan Ketchup, MetLife Insurance, LIC etc.”

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