MUMBAI: Metal Communication has been appointed as the creative AOR (Agency on Record) Medimix, the leading ayurvedic soap and personal care brand from the house of Cholayil. The account will be handled by the agency’s Mumbai branch.

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

Cholayil managing director VS Pradeep, said, “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.”

“Medimix is one of India’s heritage brands with a long legacy. Naturally, we are delighted with this new win. 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. We are confident of building on solid foundations of the Medimix brand and taking it to greater heights,” said, Metal chairman & MD Kurien Mathews.

Cholayil has 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.