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Bates CHI&Partners Mumbai wins Kelzai Secrets’ Volcanic Water account
MUMBAI: In a multi agency pitch, Kelzai Secrets has awarded its natural mineral water business to Bates CHI&Partners.
Kelzai Secrets director Mit Karia said, “It is India’s first volcanic water in the premium natural mineral water category and a completely new product experience with which we are sure to win over customers. We are glad to partner with Bates in this task as they displayed their sharp creative thinking and a great enthusiasm for the brand.”
Bates CHI Mumbai president & head of office Asheesh Malhotra added, “It’s a recipe to brew a storm in the natural mineral water category. We are very excited to be part of Kelzai’s journey, right from its start.”
Bates CHI Mumbai chief strategy officer Sourabh Mishra said, “The creative task is to make people re-look at this category by bringing about a change in behaviour and not merely create brand awareness.”
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.”
