Medimix draws from life, underlines that there's 'nothing better than natural'

Medimix has rolled out a new TVC for its Glycerine range of soaps. The film has been conceptualised by Metal Communications.

 

The film captures people in everyday situations to establish how 'natural' is the better option.

 

It opens with a man walking through a parking lot to his car. As he opens the door, an animated green arm beckons, drawing his attention to a set of cycles parked nearby. He cycles along the streets, enjoying it every bit. The same arms reach out a young woman listening to music on her phone seated by a lake in a forest. Pulling away the earphones, they reveal to her the joy of sounds of nature, with the sights she was experiencing. Two kids on video games are drawn to a playground to kick a real football around. In another such scenario, a man on a treadmill is drawn to run by the beach. The last instance shows the arms drawing a lady shopper in a store to Medimix Glycerine, while the product is introduced on screen with the proposition: 'Nothing better than natural'.

 

Pradeep Cholayil, chairman and managing director, Cholayil, said, "The Medimix Glycerine variant is a product containing lakshadi oil and vegetable glycerine. This combination keeps your skin naturally conditioned and protected. The vegetable glycerine locks in moisture in the skin, making it soft, supple and balanced. A time-tested ayurvedic oil preparation – lakshadi oil – has nourishing, therapeutic and curative properties.The brief was to communicate these benefits in a creative way while showcasing the inherent naturalness of the product.”

 

Narayan Kumar, director and creative chief, Metal Communications, said, "The Medimix Glycerine campaign is practically a re-launch of the brand, what with the bold new graphics, a new tagline and new packaging. The film is a dramatisation of the tagline, 'Nothing better than natural'.  It seeks to reinforce the basic truth we all know – that ‘natural’ is almost always the better choice  in life. And Medimix, with its time-tested ayurvedic ingredients, is well and truly an intrinsic part of that world. Even the glycerine in Medimix Glycerine is natural, not synthetic. It protects and moisturises your skin in an entirely natural and effective manner. In finding the right mix of communication elements – information and entertainment – the production house, I am happy to say, has risen to the occasion."

 

Credits

 

Client: Cholayil

Brand manager: Subramaniam Venkataraman

Creative agency: Metal Communication 

Creative Chief: Narayan Kumar

Creative director:Cyrus Sahiar

Senior copywriter: Shivani Krishan

Copywriter: Nisha Kalra

Account management: Subhash Nambiar, Ninoshka Vaz, Manila Jain

 

Production house: Eeksaurus

Director: Suresh Eriyat

Executive producer: Nilima Eriyat

DOP: K U Mohanan

Music director: Rajat Dholakia

Music arranger: Rajesh Singh

Sound engineer: Arun Castro

Asst. sound engineer: Sanket Shetty

Voiceover artist:  Malaika Shenoy

Editor: Yaser Abbas

In house editor: Tintu K. Philip

Associate director: Paul Mathew

1st asst. director: Mohit Singh

2nd asst. director: Prajanya Shetty

In-house assistant director: Bargav Sridhar

Art director: Eldridge Rodrigues                                                                                                                                      

Line producer: Manish Sharma, Nitesh Khatavkar (Meterdown Productions)

Production manager: Ashish Modi (Meterdown Productions)

Production assistant: Dolly Sharma (Meterdown Productions)

Talent: Kshitij Gera, Sachi, Sanjay Gurbaxani, Shalini, Shub Saxena, Shresth Saxena, Pooja, Jingle

Colourist: Navin Shetty

Casting: Meera Unnikrishnan

Costume stylist: Harpreet Sawhney

Hair stylist: Mrinalini Mukherjee

Project lead: Anik Roy

Storyboard: Rajib Mandal

Concept art: Ranjit Mandal

3D animation: Anik Roy, Debajyoti Roychowdhury

Modelling: Aditya Raje, Keyur Patel

Texturing: Mohseen Hakim

Rigging: Vijay Rana

Lighting: Manoj Kamble, Vinod Shetty and team

Inhouse VFX Supervisor: Nilesh Dhore

Compositors: Nilesh Dhore, Mohammad Azeem  Vinod Shetty and team

FX and dynamics: Keyur Patel, Nilesh Dhore, Vinod Shetty and team

Rendering: Aditya Raje, Vijay Rana

Post production co-ordination: Jivan Gaikawad