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Tag: handwash

  • Godrej Magic hand wash launches new campaign with Madhuri Dixit

    Godrej Magic hand wash launches new campaign with Madhuri Dixit

    Mumbai: Godrej Magic hand wash has announced actress Madhuri Dixit as the brand ambassador for its Godrej Magic Handwash powder-to-liquid handwash.

    The brand also launched a new TVC, conceptualised by Creativeland Asia, that showcases Madhuri highlighting the features of this sustainably viable hygiene product.

    As Bollywood’s reigning diva for a number of years, the actor has a vast and loyal fanbase who look up to her in various aspects. With a new movie in the pipeline, an appearance on a popular dance reality show, and fresh off the success of her OTT debut, Madhuri’s popularity spans across age groups and geographies. This association aims to bring together her legendary charm and Godrej Magic’s brand values to encourage people to prioritise handwashing and make sustainable choices.

    Speaking about this association, Godrej Consumer Products Limited chief marketing officer Somashree Bose said, “Godrej Magic Handwash is a first-of-its-kind product that is a leap in innovation and sustainability in the hygiene category. This product has made adopting a hygienic lifestyle easy, affordable, and fun. Godrej Magic has already taken over one-fifth of the Indian hand wash market by volume. We are delighted to have Madhuri Dixit onboard the Magic brand for the journey ahead. This brand affiliation with Madhuri will further help us penetrate deeper into the Indian market, creating accessibility and promoting a germ-free India.”

    Speaking about this collaboration, Madhuri Dixit said, “I am excited to be associated with Godrej Magic Handwash, which is India’s first powder to liquid hand wash and a pioneer in the category. This handwash format is innovative and an affordable solution to address the pressing social issue of hand hygiene. Magic Handwash is an environmentally friendly product as it reduces plastic and fuel consumption.”

    “I am very particular about hygiene myself and follow it diligently with my family. Hand washing and tooth brushing are the two hygiene routines that I require my children to follow at all times. I, along with the team at Godrej, aim to inspire people to create awareness. Eco-friendly products inspire people not just to protect themselves from germs but also to take a step forward towards sustainability,” she added.

  • Medimix forays into handwash category

    Medimix forays into handwash category

    NEW DELHI: Handwash brands have been making a merry this year as the Covid2019 induced pandemic has increased the health and hygiene concerns for the people. They are following the handwash protocols strictly than ever and this has increased the need for the handwash and soaps in the market.

    Starting March 2020, when PM Modi announced the first lockdown in the country, several big and small brands have forayed into this category. The market, since then, has widened, become competitive and so has the distribution expanded with it.

    Amid this, Medimix, a leading player in the soap category, has unveiled a new campaign marking its foray into the handwash category with the launch of its new product Medimix Ayurvedic handwash.

    The campaign captures the current situation where the pandemic has put personal hygiene and care in the spotlight and along with it the benefits of using natural products.

    The film focuses on the product's proposition of protection and care. The campaign rides on insight that while India is washing hands more often than ever, they tend to do so with harsh chemical based washes, which end up harming the quality of their hand skin in the long run.

    The TVC highlights how the Medimix handwash not only protects hands against germs, but also plays the role of ‘healer’, by nourishing the skin as well. The campaign is supported by digital media.

    Leo Burnett India national creative director Sachin Kamble said, “Leveraging Medimix’s heritage, its Ayurvedic handwash brings the trusted solution of natural ingredients which protects the skin against germs and any kind of damage. Our campaign brings this message forth with a simple but impactful film.”

     Cholayil head of marketing Ashish Ohlyan said, “Being one of the biggest Ayurvedic personal care brands worldwide, we wanted to offer a handwash which doesn’t have to rely on harmful chemicals for germ protection. The task was to communicate this differentiation in this hyper active category in a simple but convincing manner. We feel that the new campaign is doing that just right by clearly highlighting the product benefits.”

    Media reports say that the personal wash care market in India has been pegged at Rs 18,400 crore, largely dominated by soaps and the market estimate for handwashing soaps stands at Rs 8,000 crore.

    Cholayil has a big portfolio – Medimix, Cuticura, Krishna Thulasi, Sadayush, Dr Sidhan’s.  They have always had a strong presence in soap and bathing bars and this is the first time they are getting into the hand wash category.

    Medimix has always been a big advertiser and been present on different platforms.