TLDR: Medimix, an Ayurvedic skincare brand, has launched a new localized TVC campaign featuring Marathi actress Amruta Khanvilkar and Gujarati star Kinjal Rajpriya to reinforce its “Skin-Fit” agenda and deepen regional connections.
Medimix, one of India’s most trusted Ayurvedic skincare brands, has launched its new TVC featuring celebrated Marathi actress Amruta Khanvilkar and popular Gujarati star Kinjal Rajpriya. The campaign marks a step in the brand’s localized narrative building journey – spotlighting culturally resonant, relatable skincare narratives powered by the time-tested wisdom of Ayurveda.
With a legacy of over five decades, Medimix has been trusted by millions for its time-tested Ayurvedic formulations that combine the wisdom of tradition with the needs of today’s consumers.
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 & glowing skin. The film blends regional flavor with universal skincare truths. Amruta plays a confident, glowing protagonist who has embraced Ayurveda as a way of life. Starring opposite her, Kinjal 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 Amruta 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.
Speaking on her association with the brand, Amruta 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.”
Kinjal 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, CEO, Cholayil Private Limited, commented: “This new TVC is a reflection of our vision – to reinforces it’s 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 TVC is now live across online and offline channels. Watch the film here:
Hindi-
Gujarati-
Marathi-
