Background

Holi, India’s beloved festival of colors, has now become a festival of toxic colorsWhile traditional Holi colors are natural, synthetic ones made from dyes and pigments, containing harmful ingredients have flooded the market in recent times Young Indians, are increasingly aware of the side effects of chemical Holi colorsLack of viable options for safe colors to enjoy a stress free Holi further contribute to this tension And our challenge was to make India’s most trusted Ayurvedic soap brand relevant and exciting for the youth Trust is a given for the world’s largest selling handmade soap Medimix Ayurvedic, with a legacy of 50 years. But today, it needs to find new ways to be as relevant to the youth of India as it has been to Indians for generations.

Describe the creative idea (40% of vote)

Everyone loves Holi, but everyone’s worried about the damage from toxic colors too! Young Indians are looking for safer ways to celebrate their favorite festival. This created a cultural tension that was perfect for a trusted Ayurvedic brand like Medimix to enter the conversation and offer a solution We didn’t just offer a harmless solution, but a solution that was good for your skin!An offer young India couldn’t refuse, and we shared it exactly when they were looking for better alternatives The timely release of Harmless Holi color recipes and products just before the festival made it a ‘must cover’ story for news media, blogs and influencers alikeThe highly relevant Colours and DIY natural Holi color recipes were talked about and shared by news media outlets, influencers and consumers on their own —as the natural color alternatives were exactly what our consumers were looking for ahead of Holi

Describe the execution (40% of vote)

Seed conversations exactly when they’re highly relevant to our consumers and our message will spread itself through earned mediaWe launched our Colours in the markets across the country and seeded our recipe videos on our social channels 4 days ahead of Holi, at exactly the time when young India starts planning their Holi celebrations, and seeking harmless alternatives to toxic Holi colors We made our Colours readily available in the markets and were used by many including influencers With their timely relevance our products and videos were the perfect recipe for going viral These were then shared through Insta DMs, tags, Facebook shares and even as Whatsapp forwards, generating organic shares and millions of impressions!

List the results (20% of vote)

Medimix Ayurvedic’s association with natural and ‘good for you’ ingredients was further solidified with a new (younger) TG The Harmless Holi Project helped create conversations that the youth participated in - helping drive relevance with the TG and strengthen Medimix Ayurvedic’s stance as chemical-free, good for skin soap. Medimix Ayurvedics connect with the Youth witnessed a record spike with its Instagram(primarily a youth platform in India) Followers growing by 28% during the campaign period The products were all sold out almost immediately. The shareability of our fun DIY videos ensured that on Facebook we garnered a reach of over 0.5 million with impressions over 1.2 million Consumers and influencers shared it ahead with their followers, helping Medimix reach millions!THe Harmless Holi Project reached about 1 million users on Instagram with impressions exceeding 2 million