NEW DELHI: Ayurvedic brand Medimix under Cholayil Pvt Ltd has unveiled a new campaign for this winter that urges customers to ditch their normal soap and switch to Medimix Natural Glycerine soap. The brand has launched a digital campaign highlighting the importance of using a natural glycerine soap for smooth skin. 

The ad film has been made highlighting the benefits of lakshadi oil. Considered as nature’s moisturising expert, lakshadi preserves skin cells and provides them with the power to regain lost moisture due to its nourishing, therapeutic and curative properties.

Under the ongoing campaign, Medimix has also collaborated with popular fashion and lifestyle influencers intending to drive a movement against the use of chemical-based products. Influencers like Kusha Kapila, Niki Mehra, Saloni Sehra, Aashna Malani have shared stories and posts on their handles. Besides this, the brand is consistently running a #MedimixSoftSkin Challenge across social media platforms to woo consumers into sampling the product.

Cholayil Pvt Ltd head of marketing Ashish Ohlyan said, “There are a lot of brands in the market which have glycerine, but none with a combination of natural glycerine and lakshadi oil. Our product helps cleanses gently keeping the skin soft and moisturised and also contains lakshadi oil that helps nourish dry and flaky skin.”

He also said, “With this campaign, our call to action for the consumers to switch from their existing soap and try the Medimix Natural Glycerine soap. We hope customers will relate to the product which will further help us gain a market share in the glycerine category.”