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Carat India wins media mandate of Columbia Asia Hospitals
MUMBAI: Columbia Asia Hospitals has roped in Carat India, the flagship media agency from Dentsu Aegis Network, as its media agency.
Carat won the mandate following a multi-agency pitch and will now handle the account from its Bangalore office. This comes on the back of Carat’s record breaking new business wins, including Mondelez, making Carat the leading new business agency in India two years in a row.
Commenting on the partnership, Columbia Asia Hospitals VP sales and marketing Vinay Kaul said, “To us, Carat came across as an agency that focuses on finding communication solutions keeping the business challenges at the centre. We wish Carat all the best as we embark on an exciting journey together.”
Carat India MD Kartik Iyer added, “As we move forward, our goal is to create unique industry benchmarks for our clients. We are very happy to be associated with Columbia Asia Hospitals and look forward to a long-lasting and fruitful partnership with them. We also look forward to bring in our past experience in Healthcare communications to bear on this premium relationship we are getting into.
Carat South executive VP Joydeep Raha said, “The brief that the client has given us is very challenging. This is because while there are huge opportunities within the healthcare industry, a set of very unique challenges also stand to plague this unique category. Here, our task at hand therefore, is to fight those challenges and position Columbia Asia as a leading healthcare destination with the mission to deliver the best clinical outcomes in the most effective, efficient and caring environment.”
Columbia Asia is one of the first healthcare companies to enter India through 100 per cent foreign direct investment (FDI) route. The chain is currently present in Ahmedabad, Bangalore, Mysore, Kolkata, Gurgaon, Ghaziabad, Patiala and Pune.
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.”
