Medimix boards Mumbai metro for exclusive branding

NOIDA: Medimix, the flagship brand of renowned Cholayil Group, has undertaken an innovative branding initiative at Mumbai Metro.
In partnership with Times OOH, which handles branding rights for the Mumbai Metro, Medimix has become the leading ayurvedic personal care brand to undertake transit branding in India.
The Mumbai Metro branding is a part of their complete marketing initiative intended to appeal to a younger audience with complete skin care solutions.
Medimix has undertaken the ‘Station Branding Rights’ of Azad Nagar Metro Station, Mumbai, turning the metro station into ‘Medimix Azad Nagar’.
The brand has strategically chosen Azad Nagar station to target the desired target audience catered by this respective metro station. Azad Nagar Metro Station comprises of residential societies and educational hubs with various schools and colleges in the neighbourhood.
Metro branding properties such as main naming signages, pillars, escalators, ticket counters, Lifts, and other strategic media formats have been used for impactful branding.
“Metro station branding is an imagery driving media especially in a city like Mumbai that has helped us in getting closer to our target audience. We are glad to have partnered with Times OOH as they had planned and executed the entire branding seamlessly,” said Ashish Ohlyan, vice-president sales & marketing.
“Station Branding is a wholesome branding property that allows brands to cut the clutter and design impactful communication without a miss. Medimix has made strategic presence with Azad Nagar Metro Station Branding in Mumbai. The station caters to the right audience along with a bouquet of branding opportunities”, says Anchal Dhawan - Business Head, Times OOH.
Further, Medimix has converted regular women’s coach into a ‘Beauty Coach’ with exclusive Metro Train Branding. Conceptualised & Executed by Times OOH, the Beauty Coach is a well-thought idea designed to build up & close communication with fellow passengers.
“Beauty Coach is a novel concept in India that Medimix has implemented first time in the Indian OOH industry. The idea behind converting normal women’s coaches into beauty coaches is to build a direct communication between the brand and its TG where the Mumbai Metro’s exclusive women’s coach provided an elbow room to bring them both together. We are glad that brand gave us the bandwidth to go the extra mile where our Creative Team could package innovation like this”, says Roshan Rawat, Group Head- Marketing Communication, Creative & Digital, Times OOH.