fter 36 years of an unchanged existence, the Rs 145-crore soap brand Medimix has donned a new look. The Chennai-based Cholayil, makers of toiletries, personal and health care products, has re-launched its flagship brand in a bid to woo younger audiences.

M C Anand Kumar, senior vice-president, sales and marketing, Dorcas Market Makers, the marketing arm of Cholayil, reveals, "The change is major as it comes after 36 years. The makeover became inevitable as consumer feedback had revealed that the brand was not contemporary enough." Kumar adds that the company is "proactively" seeking to avoid getting into the trap of an ageing consumer base.... more