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Medimix Ganesh Chathurthi Campaign 2021

Lord Ganesha goes green

The birth of Medimix dates back to the time when the Cholayil family used viprathi oil as a cure for skin ailments. The year 1969 proved pivotal to the family legacy as Dr. Sidhan combined a timeless tradition with his sharp business acumen to develop a green bar of soap that could both nourish and protect our skin. Strongly rooted in Ayurveda, this amalgamation of 18 herbs continues to protect and nourish skin effectively to this day in the most natural way possible.

Background - Over time, Medimix has grown synonymous with ‘skin care, the natural way’ and for generations not just women but entire families have placed their trust on the Medimix range of products. Currently available in 4 variants of soap, 3 variants of body wash, 5 variants in the facial cleansing range and a few other products, Medimix is expanding its range and bringing natural skin care to more people across the world.

  • Campaign

    The 18 herbs idol campaign

Insight

The 10-day festival of Lord Ganesha takes a heavy toll on the marine ecosystem. Over the years, people have started eco-friendly Ganeshas & home immersions to protect the environment. But many idols still find their way into the ocean.

Challenge

To take a stand on a sensitive topic skewed towards a large religious majority. There would be strong opinions on both sides. But protecting the environment takes precedence.

Idea

We needed a solution that took care of the environment without compromising on traditions. While the size of the Ganesha idol is never a question, it is the devotion that matters. So we carved idols onto Medimix Soaps. After completing all the rituals, the devotees could do home immersion & the soapy water could be used as hand wash. ThusLord Ganesha continued to protect his devotees, even after immersion.

Approach

We reached out to influencers for the reveal of the Medimix Ganesha on the main day of Ganesha doing aartis. Later visarjan was done as well. Fans & followers seeing the same began requesting for the Medimix 18 Herbs Idol. Soap Ganeshas were sent across to everybody concluding the campaign with a spread of love & joy.

Results

  • 4.67Mn Reach
  • 27K Engagement
  • 67.6Mn Impressions
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