Medimix

#VisibleReductionByDay3

Ayurveda has always carried a reputation for patience. Neem, turmeric, a grandmother's paste, and the understanding that it works if you give it time. A pimple does not give you time. It turns up three days before a wedding or the morning of a photo, and it has a deadline attached. So when Medimix relaunched its face care range in 2021 as Fast Acting Ayurveda, the anti-pimple facewash was making a promise that ran against everything people assumed about the tradition it came from.

I worked on the campaign strategy with the team, then wrote the scripts and the copy end to end. The strategy question was easy to ask and fiddly to answer: how do you get a young audience to believe that something made of neem and turmeric can move fast? The answer was to put the promise on a calendar. #VisibleReductionByDay3 turned a vague benefit into a date people could hold the product to, and the brand's own figure, two out of three people seeing a visible reduction in pimples after three days, gave it the right to say so.

Anyone who has dealt with acne is a hard sell, because they have tried things before and remember every one that let them down. So the writing gave each creator a real stake instead of a benefit to recite. For the actor Gayatri Bhardwaj, the stake was work: a face that has to be camera-ready whenever she is called, and the effort behind it that usually only the people closest to her get to see. Her post shows that effort first and the facewash second, and it drew over 26,000 likes. No overnight transformation, no new face, just a visible difference by a specific day. A date is much harder to argue with than an adjective.