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Tag: Cholayil

  • Cuticura Fragrance launches TVC introducing its body perfume range

    Cuticura Fragrance launches TVC introducing its body perfume range

    Mumbai: Cuticura, a beauty and personal care brand from Cholayil has launched a new television commercial for its “no-gas” deodorant range with Smart Perfume Burst – that promises to provide a day-long fragrance.

    The 30-sec commercial shows the benefits of the product through a regular scenario in the day-to-day life of a young girl, who struggles to keep herself fresh throughout the day when she juggles across her hectic day schedule.

    “We wanted to create something disrupting the category of “no gas” deo popularly known as Body Perfume. There’s a huge need gap in the category right now where ordinary deodorants are not able to provide long-lasting fragrance and consumers either have to carry deo in the purse or feel the constant fear of smelling bad due to an ever-evolving fast lifestyle. The newly launched Body Perfume range addresses this need gap and provides a product that can give up to 24 hours fragrance,” said Cholayil VP sales and marketing Ashish Ohlyan.

    The new TVC designed by the creative agency Leo Burnett highlights the product’s skin-friendly features. It shows how it has zero per cent Triclosan that avoids skin irritation, and zero per cent Aluminum that avoids skin rashes and does not block skin pores.

    Leo Burnett national creative director Sachin Kamble said “Today’s generation is always on the go.  And while they are working hard and multi-tasking their way to their goals, they are also looking for solutions that help and support them in achieving their dreams. Our film, featuring popular actor Deepti Sati, shows how the perfume works throughout the day whether you are outdoors, working out or at a party.”

  • Cholayil goes eco-friendly with Medimix soap Ganesha idols

    Cholayil goes eco-friendly with Medimix soap Ganesha idols

    Mumbai: Cholayil’s ayurvedic brand Medimix came up with a novel initiative to celebrate Ganesh Utsav in an eco-friendly way this year. In order to educate people and inculcate in them a sense of responsibility towards the environment, the brand carved Ganesha idols on the Medimix soap.

    The campaign was conceptualised by Grapes Digital and renowned voice-over artist Ninad Kamat lent his voice to the video.

    In limited series production, Medimix provided more than 500 such Ganesha idols for the festival on a first come first serve basis. After carrying out the ritual worship, the idols were immersed in a bowl. Many people posted photos and videos on social media platforms to share how they switched to an eco-friendly Ganesha with the help of Medimix soap.

     

     

    “With the campaign, we want to make people aware that there are more sustainable ways of celebrating the festival. There is a need to foster a love for the environment,” said Cholayil head of marketing Ashish Ohlyan. “We want to encourage people to switch to nature-friendly options for a better future while relishing the festivities.”

    Speaking about the campaign, Grapes Digital national business head Rajeesh Rajagopalan said the immersed idol can be further reused for washing hands. “In many states, the government has imposed restrictions in the lieu of pandemic which is need of the hour. We wanted to create something that consumers can easily switch to and celebrate the festival with utmost happiness. Hence, we created this campaign for the brand,” he added.

  • Cholayil opts for ‘Power of One’ from Publicis Groupe

    Cholayil opts for ‘Power of One’ from Publicis Groupe

    MUMBAI: Building on the outstanding success of its creative partnership with Leo Burnett India, Cholayil has now extended its entire integrated communications mandate to more Publicis Groupe agencies. It has now brought on-board Starcom India as its media agency while Digitas India has been appointed to manage the digital communications mandate for the entire product portfolio under Cholayil.

    As part of the mandate, Starcom will manage strategy and media planning and buying across media platforms while Digitas will be providing a robust suite of digital marketing services for popular Cholayil brands such as Medimix, Cuticura, and Krishna Thulasi.

    Leo Burnett India had won the creative mandate for Cholayil’s flagship brands Medimix, Cuticura and Krishna Thulasi for their entire product portfolio as also future launches. The business was won after a multi-agency pitch and is being led by Leo Burnett India’s Mumbai office.

    Cholayil Pvt Ltd chairman and MD Pradeep Cholahil said, “Cholayil has strong equity and base in Ayurvedic and natural products and as we contemporize our offering further and reach out to newer segments, we needed a partner that leads in integrated communications play and leverages the power of data for engaging, personalised consumer experiences. Publicis Groupe with its ‘Power of One’ model and offering brings in new perspectives and future-facing capabilities. As we embark on our expansion plans, we look forward to benefiting from their experience and expertise.”

    Cholayil Pvt Ltd head of marketing Ashish Ohlyan said, “Cholayil and Leo Burnett associated last year and together we delivered great results. Medimix, our flagship brand has grown at a significant pace in a sluggish market on the back of new repositioning. We strongly feel that if there is a synergy in the approach of all key stakeholders then it will benefit the brand exponentially. We look forward to the new collaboration to deliver stronger performance of the brand.”

    Commenting on the new partnership and the Power of One offering on behalf of the Groupe, Leo Burnett, South Asia MD India and CSO Dheeraj Sinha said, “We have had a great relationship with Cholayil over the last year. I am hugely excited that this relationship is now turning into a full Power of One collaboration model with Digitas and Starcom coming on board along with Leo Burnett. We are confident that this will enable us to weave a seamless narrative for the brand across platforms to deliver on the business through a cross functional team. We are looking forward to creating some outstanding work for each of the Cholayil brands.”

    On winning the media business, Starcom India CEO Rathi Gangappa said, “This is a prestigious win for us. We were able to demonstrate strong media value for Cholayil and with our Human Experience proposition, we look forward to helping them unlock newer, more contemporary consumer connections. Starcom will help them exceed their marketing objectives and remains committed to their growth and success.”

    Adding further, Digitas India COO Sonia Khurana said, “The entire team at Digitas India is thrilled to partner with Cholayil. It's not everyday that one gets a chance to work with brands that have such a rich heritage. We are looking forward to providing digital solutions that will help Medimix, Cuticura and Krishna Thulasi connect with new age consumers to drive business growth.”