Category: Account

BigTrunk Communications wins digital mandate for Soframycin

MUMBAI: BigTrunk Communications, an integrated digital marketing agency known for driving brand transformations across industries, has been awarded the digital marketing mandate for Soframycin, one of India’s most trusted antiseptic cream brands from the EncubeEthicals portfolio. With this collaboration, Soframycin makes its debut into the digital space, aiming to amplify its presence across India through compelling social media narratives and data-led campaigns. BigTrunk will lead the brand’s digital strategy and execution, with a focus on connecting Soframycin’s legacy of trust with today’s health-conscious and digitally engaged audience.

Soframycin has been a household name for generations, widely recognized for its efficacy in treating cuts, burns, and wounds. Backed by the scientific rigor and pharmaceutical expertise of EncubeEthicals, a pharmaceutical powerhouse since 1998, the brand benefits from the expertise of over 1,400 professionals, including more than 200 R&D specialists and a robust team of quality experts. With a presence in over 50 countries, Encube’s commitment to excellence in topical formulations adds deep credibility to Soframycin’s legacy. Now, as the brand enters the digital space, BigTrunk Communications will lead the charge in reimagining Soframycin’s story—creating modern, relatable digital experiences that stay true to its heritage.

“As we take Soframycin into its next chapter of growth, embracing digital media is not just a strategy but a necessity. We wanted a partner who could translate our scientific credibility into engaging, relatable content for today’s audience,” said Soframycin vice president – marketing, Ajay Rawal. “BigTrunk’s deep understanding of healthcare communications and digital behavior makes them the ideal partner to build meaningful narratives around wound care, trust, and wellbeing.”

“Soframycin is more than a product—it’s a legacy deeply rooted in care and science,” added BigTrunk Communications founder & managing director Bharat Subramaniam. “We’re excited to take on this responsibility of guiding a heritage brand into the digital world. Our focus will be on creating contextual storytelling and purpose-driven campaigns that bring Soframycin closer to Indian families, both old and new.”

July 31, 2025
ting bags the digital and social media marketing mandate of Lapita

MUMBAI: ting, an India-based advertising agency, having presence in Chennai, Mumbai, Delhi along with Global regions of UAE and UK, has bagged the digital and social media marketing mandate of Lapita, Dubai Parks & Resorts, Autograph Collection Hotels.

As part of the mandate, the agency will handle the Social and Creative Mandate for the brand in UAE.

Speaking on the new account win, ting partner Manan Vora said, “We’re thrilled to partner with Lapita Dubai Parks & Resorts in Dubai, bringing Ting UAE’s creative and digital expertise to elevate their marketing efforts. Together, we’re crafting engaging brand experiences that reflect the spirit of adventure and family fun at Lapita.”

Lapita (Marriot) senior marketing manager, Nikhil Taneja said, “Working with ting has been a seamless and inspiring experience. Their creativity, professionalism, and deep understanding of our brand brought our vision to life in the most impactful way. We truly value their partnership and look forward to more exciting collaborations ahead.”

“Winning the Lapita, Dubai Parks and Resorts account is a proud milestone for us, not just because of the prestige of the brand, but because of the shared belief in storytelling that connects and converts. We’re excited to shape their digital presence and look forward to unlocking larger creative opportunities together,” said UAE business head, Dhawal Shah added.

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July 10, 2025
Social Panga brushes up Neo’s digital presence with Nippon Paint mandate

MUMBAI: Social Panga has bagged the social media mandate for Neo by Nippon Paint, the services-led home painting vertical of Nippon Paint India, in a move that promises to coat the category with fresh thinking and digital-first storytelling.

Handled by the agency’s Bengaluru office, the mandate covers integrated content strategy, campaign ideation, and painter-facing brand building. The partnership has already rolled out a bold World Painter Appreciation Day campaign, rebranding painters as “Home Stylists” and unveiling India’s first painter anthem, a professional identity kit, and a premium onboarding experience.

Neo by Nippon Paint is currently active in Bengaluru and Tamil Nadu, offering dust-free, design-forward, and end-to-end painting services, including colour consultancy, waterproofing, and custom finishes. Positioned as a modern makeover solution for Indian homes, Neo aims to elevate painting from utility to aesthetic expression.

Social Panga co-founder Himanshu Arora said, “Neo by Nippon Paint isn’t just redefining home painting. It’s reimagining what a home makeover means for today’s generation. The brand has a bold vision and a deep respect for the people behind the process, and that’s what excited us. At Social Panga, we’re thrilled to partner with a team that sees painters as creators and homes as stories waiting to be told.”

“Bringing Social Panga on board to manage Neo by Nippon Paint’s social mandate has been one of the best strategic moves for our brand. The team understood the brief to a T, resulting in a continuous stream of highly engaging content. A key highlight is their incredible responsiveness, which enables us to develop better creatives with remarkable speed. We believe this partnership will significantly enhance our ability to tell compelling stories to our audience,” said Neo by Nippon Paint senior director – service marketing, Bharat Raja.

With Social Panga steering the digital canvas, the brand hopes to stroke a vibrant narrative that honours both beautiful homes and the skilled hands that bring them to life.

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July 10, 2025
Madison Media Sigma wins media AOR of The Sleep Company

MUMBAI: Madison Media Sigma, a unit of Madison World has recently won the media AOR for The Sleep Company. The agency will be responsible for traditional media mandates that include TV and Print.

The Sleep Company is a pioneering comfort-tech brand transforming the way India sleeps and sits. With its patented SmartGrid technology, the brand offers an extensive range of products, including mattresses, pillows, recliners, and ergonomic chairs, all designed to provide superior comfort and support. Madison Media will drive impactful reach and engagement across key platforms to accelerate the brand’s growth.

Speaking on the win, Madison Media Sigma CEO Vanita Keswani said, “We are thrilled to partner with a disruptive and innovation-led brand like The Sleep Company. We look forward to leveraging our strategic media expertise to amplify their growth journey across traditional and emerging platforms.”

Speaking about the agency’s appointment, The Sleep Company CMO Ripal Chopda commented, “At The Sleep Company, our goal is to revolutionize the way India sleeps and sits through disruptive innovation and consumer-first thinking. As we scale our presence across the country, impactful media execution becomes critical. We are thrilled to have Madison Media as our traditional media partner. Their strategic media acumen will play a pivotal role in helping us drive deeper awareness and accelerate our next phase of growth.”

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July 9, 2025
Madison Media Plus wins media mandate for Strch

MUMBAI: Madison Media Plus, a unit of Madison World, has won the media mandate for Strch, a home-grown Indian activewear brand. The account was won in a multi-agency pitch and the agency will be managing the entire media mandate for the brand.

Strch is built on the promise of comfort, performance and style as it caters to a new generation that values both function and fashion in active wear. Madison Media Plus has been entrusted with scaling Strch’s presence across India by driving awareness, building aspirations and positioning it as a go-to activewear brand.

Commenting on the win, Madison Media Plus COO Mimi Deb said, “We’re very excited to partner with Strch. Our focus will be on building a sharp and scalable media strategy that not only drives visibility but also cements Strch’s position as a front-runner in the activewear space.”

We’re excited to join hands with Madison Media Plus as we take Strch to the next stage of growth. We look forward to this journey together as we make STRCH a go-to name in the Indian activewear space,” said Strch founder Prithvi Bhagat.

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July 7, 2025
Madison Media Omega wins media mandate for Farmley

MUMBAI: Madison Media Omega, a unit of Madison World, has recently won the media mandate for Farmley for Tamil Nadu. Under this mandate, the agency will manage Farmley’s traditional media responsibilities, including Print, Radio, Cinema, Television and Outdoor.

Farmley, a wellness snack brand founded in 2017, is at the forefront of a new era of healthy indulgence—reimagining premium dry fruits, nuts, seeds and makhanas into innovative and flavourful snack options. This partnership comes at a pivotal moment as Farmley aims to light up Tamil Nadu with its vibrant snacking portfolio. By leveraging Madison’s deep media expertise and on-ground understanding of regional markets, this collaboration is set to unlock powerful visibility and accelerate Farmley’s growth in the South and beyond. Together, the two brands are poised to reach new heights- amplifying joyful snacking experiences across India.

Speaking on the win, Madison Media Omega Dinesh Rathod said, “We’re truly excited to partner with Farmley. Our team is eager to harness the power of media to build meaningful consumer connections and amplify Farmley’s presence across the country.”

Speaking about the agency’s appointment, Farmley head of marketing, Aman Gupta commented, “We’re excited to partner with Madison Media Omega as we scale into new markets. Their strategic expertise and strong media network will help us take the Farmley promise to more homes across India.”

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July 3, 2025
WPP Media bags Nilkamal account, EssenceMediacom takes the driver’s seat

MUMBAI: In a move aimed at dialling up its digital dominance, Nilkamal has handed over its full media mandate to WPP Media, with EssenceMediacom at the helm. The agency will handle everything from media planning and buying to digital strategy and execution — all wrapped in a sharp, data-led, digital-first bow.

The win positions EssenceMediacom as the strategic nerve centre for Nilkamal’s media operations across both digital and offline, signalling the brand’s push toward next-gen consumer engagement. Expect AI-fuelled segmentation, programmatic muscle, and immersive storytelling formats to feature heavily in the game plan.

The newly appointed team will tap WPP Media’s deep bench in precision targeting, martech innovation and audience analytics to turbocharge brand relevance and bottom-line impact. The aim: turn every impression into intent, and every scroll into sale.

EssenceMediacom CEO – South Asia, Navin Khemka said, “We look forward to welcoming Nilkamal to our growing portfolio of future focussed brands. This partnership gives us the opportunity to blend strategy with creativity and data to deliver impact across the funnel. With a focus on innovation and audience intelligence, we aim to build a bold and future-ready narrative for Nilkamal that drives lasting impact and value.”

Nilkamal Ltd managing director Parekh added, “We are glad to partner with WPP Media’s EssenceMediacom in this new chapter of our growth journey. The agency’s proven expertise in crafting innovative, data-led strategies aligns perfectly with our vision for accelerated growth. We look forward to crafting engaging, insight-led campaigns that elevate our brand presence and drive long-term value.”

June 18, 2025
Anagram Media Labs hops in the driver’s seat for inDrive’s social media

MUMBAI: Full-service marketing agency Anagram Media Labs has bagged the social media mandate for inDrive India, taking the wheel on content strategy, digital storytelling, and community engagement across platforms.

Already behind inDrive’s influencer and marketing efforts, Anagram will now double down on building the brand’s digital presence—especially in key metros like Delhi, Mumbai, Bengaluru, and Kolkata, along with high-growth Tier 2 markets such as Chandigarh.

As India’s ride-hailing market shifts into high gear, inDrive is betting on hyper-localised, thumb-stopping content to fuel visibility and engagement—and Anagram Media’s job is to ensure the brand stays in the fast lane.

Speaking on the expanded partnership, Anagram Media Labs founder Manjul Wadhwa said, “It’s a matter of great pride for us that inDrive continues to place its trust in Anagram. This extended partnership is a big testament to the bond we’ve built over time. With this new mandate, we’re excited to shape inDrive’s voice in India, one that reflects its values of fairness, choice, and people-first thinking. Our goal is to not just manage content, but to bring alive inDrive’s mission and unique features in a way that truly connects with the Indian audience.”

The inDrive marketing team echoed the sentiment, stating, “Anagram has already shown its deep understanding of our brand with its impactful influencer campaigns and other activities. We are confident that this move will further strengthen our connection with Indian consumers and help us stand out in a highly competitive category.”

June 13, 2025
Mattel rolls dice with Dream Theatre for brand licensing blitz across south Asia

MUMBAI: Mattel and Dream Theatre are shuffling the deck for an exciting game plan in south Asia. On 22 April 2025, global toy titan Mattel announced Dream Theatre as its official licensing agency, handing over keys to its famous toy cupboard in India, Pakistan, Nepal, Bangladesh, and Sri Lanka.

With heavy hitters like Barbie, Hot Wheels, UNO, Fisher-Price, Scrabble, Thomas the Tank Engine, Pingu, Masters of the Universe, and Barney on board, Dream Theatre will link up with top partners to fill shelves with licensed products. The partnership leverages Dream Theatre’s market mastery and retail connections, placing Mattel’s brands firmly in the hands of fans across the region.

Dream Theatre founder & CEO Jiggy George shared his excitement, “We are excited to be appointed as Mattel’s Master Licensing Agency in India. This partnership presents an incredible opportunity to bring some of the world’s most loved brands to new generations of fans in this region. Mattel’s renowned brand portfolio holds a strong emotional connection with families in India and around the world, making it a standout licensing proposition for brands and products in the Indian market. We look forward to driving their continued success through innovative licensing partnerships, localized offerings, and strong collaborations with market leaders in India.”

Mattel VP global licensing & consumer products Meredith Norrie echoed enthusiasm, saying, “We’re excited to have Dream Theatre as our official licensing agency in India. Their expertise and passion make them the ideal partner to grow Mattel’s brand portfolio, deliver innovative, high-quality products, and strengthen our connection with consumers across India.”

The deal underscores Dream Theatre’s position as a major player in India’s licensing sector, while Mattel aims for greater market penetration, giving fans more reasons than ever to play.

April 22, 2025
Madison Media Infinity bags Samsonite India’s media account

MUMBAI: In a luggage-laden move, Madison Media Infinity, a unit of Madison World, has packed away the media duties for Samsonite India. The agency will shoulder both traditional and digital media responsibilities including TV, print, radio, cinema, outdoor and digital platforms.

Samsonite India, the heavyweight in the travel luggage sector, is renowned for its durable, stylish and innovative products. A subsidiary of global giant Samsonite International, the brand offers an extensive range of luggage, backpacks and travel accessories designed for today’s jet-setters. The company’s portfolio also includes American Tourister and Kamiliant brands, which will now journey with Madison.

Samsonite India vice president, marketing Anushree Tainwala said: “Samsonite has always been at the forefront of creating high-quality, durable luggage and travel accessories with a strong focus on innovation, continually adapting to evolving consumer needs. This strategic partnership with Madison, known for their impactful and integrated media strategies, is a perfect match to further propel our brand’s leadership in the market.”

Added Madison Media Infinity COO Abhik Banerjee: “We are excited to partner with Samsonite India and look forward to driving impactful media strategies across both traditional and digital platforms to strengthen their brand presence.”

March 24, 2025