In a refreshing shift from conventional celebrity endorsements, Medimix is embracing the power of regional voices to strengthen its presence in key markets. The Ayurvedic personal care brand, long known for its green soap and natural formulations, is now speaking directly to local audiences with a strategy rooted in cultural nuance and emotional resonance.
The brand has onboarded Marathi actor Amruta Khanvilkar and Gujarati star Kinjal Rajpriya to connect with consumers in Maharashtra and Gujarat. These are Medimix’s top priority markets, and the brand is making a strong bet on the familiarity and relatability of local icons. Instead of using national celebrities to broadcast generic messages, Medimix is creating stories that sound like home and feel more personal to the audience.
Rupa Murudkar, head of marketing at Cholayil, explains the thinking behind this regional pivot. “Today influence does not belong to national celebrities alone. Local creators, especially those who speak the consumer’s language, are building more trust and deeper connections,” she shares. The brand’s latest campaign ‘18 Reasons Why’ brings together 18 regional influencers to spotlight the benefits of their signature 18-herb formulation in a way that feels authentic and culturally rooted.
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The move comes at a time when brands are being held accountable for how well they represent local sentiment. Medimix’s approach stands out especially in contrast to recent backlash faced by Mysore Sandal Soap for appointing a pan-India celebrity instead of a local Kannada star. By aligning their messaging with regional pride and identity, Medimix is turning cultural insight into competitive advantage.
This strategy also reflects a larger transformation in the brand’s media and product mix. Digital advertising now commands a healthy double-digit share of the brand’s budget, with a 70 percent increase in spend and a growing emphasis on storytelling that resonates with younger consumers. And while the iconic bar soap continues to drive most of the sales, the brand is doubling down on liquids like face washes and body washes to stay relevant to evolving skincare preferences, particularly among Gen Z.
Murudkar reveals that products like their anti-pimple face wash have seen strong early traction, especially in urban markets. The Ayurvedic promise is being repackaged in formats that are easier to use, quick to apply, and designed for the modern pantry or travel pouch.
Despite the push towards digital and modern formats, Medimix continues to lean heavily on its offline presence. With over 25 percent household penetration in Maharashtra alone, the brand is focused on increasing wallet share in high-performing regions rather than chasing volume across less mature markets. Quick commerce and modern trade are on the radar, but general trade remains the foundation.
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Even in its production and packaging, the brand is walking the talk of conscious consumption. Eco-friendly packaging, vegan formulations, and cruelty-free processes are now standard. For Medimix, sustainability is not just a claim. It is part of the Ayurvedic promise to heal without harming.
In the end, Medimix’s journey is one of balance. Between heritage and innovation. Between national scale and regional depth. Between time-tested wisdom and modern needs. And with every regional campaign and locally-rooted message, the brand is proving that relevance comes from understanding not just where people live but how they live.
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