Medimix blends regional flavor with universal skincare truths in new ad
Ayurvedic skincare
brands, has launched its new TVC featuring Marathi actress
Amruta Khanvilkar
and Gujarati star
Kinjal Rajpriya
.
The campaign marks a step in the brand's localised narrative building journey - spotlighting culturally resonant, relatable skincare narratives powered by the time-tested wisdom of Ayurveda.
Medimix has long been synonymous with effective, herbal-based products rooted in its Ayurvedic heritage. At the heart of the brand lies its soul: the power of 18 herbs- a signature blend of ingredients perfected over time and passed down like a family secret, forming the foundation of every Medimix soap, addressing everyday
skin concerns
like pimples, dryness and sensitivity with natural, fast-acting care.
This new campaign reinforces Medimix's 'Skin-Fit' agenda - helping users have a clear and glowing skin. The film blends regional flavor with universal skincare truths. Khanvilkar plays a confident, glowing protagonist who has embraced Ayurveda as a way of life. Starring opposite her, Rajpriya portrays the relatable consumer dealing with common urban skin stressors like pollution and dullness.
Through their warm, engaging exchange, the film shows how Medimix helps transform daily nakhras into real, lasting nikhaar. As part of its continued efforts to build stronger connections with audiences across the key geography, the brand is deepening its focus on culturally relevant partnerships. By collaborating with a regional icon like Khanvilkar, Medimix aims to strengthen its presence in key markets and take its message of
natural skincare
and holistic wellness to the heartlands of India.
Khanvilkar shared, 'Medimix has always felt like home - a name I grew up with and trusted. To now be part of the Medimix family is truly special. This isn't just another endorsement for me, it's deeply personal. I believe in gentle, effective and natural skin care, which is exactly what Medimix stands for.'
Rajpriya mirrored the sentiment, 'Medimix is a legacy brand that's still so relevant today. While skincare trends may come and go, Medimix proves that some things are simply timeless. I'm proud to represent the brand for Gujarat and bring the benefits of Ayurveda to a wider audience.'
Anupam Katheriya, chief executive officer, Cholayil Private, commented, 'This new TVC is a reflection of our vision - to reinforce its regional connect in core geographies. Amruta and Kinjal are the perfect ambassadors for our hyperlocal approach, as we deepen our connection with consumers in Maharashtra and Gujarat. With a 45% volume share in Maharashtra's natural segment and strong MAT growth in Gujarat (IMRB Panel), these markets are vital to our continued momentum.'
The campaign supports Medimix's broader brand journey: We've always believed in skincare that's rooted in tradition yet relevant to today's lifestyle. Today, the brand's portfolio spans soaps, handwashes, bodywashes, and facewashes - each rooted in Ayurveda, tailored for modern skin needs, the company stated in a press release shared with ETBrandEquity.
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