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A flavorful partnership: Mother’s Recipe teams up with Bang In The Middle for creative magic
Mumbai: Desai Foods Pvt. Ltd., the owner of Mother’s Recipe – India’s leading brand of pickles, condiment pastes, chutneys and papads, has handed its mainline creative mandate for its entire range of products to Bang In The Middle. The agency’s mandate spans across mainline advertising, BTL and retail. The agency will partner with Mother’s Recipe in expanding the share and footprint of the brand in India and across the globe. The agency has already started work on the brand.
Speaking about the appointment, Desai Foods executive director Sanjana Desai said, “We are on an ambitious journey in India and the globe. Mother’s Recipe is a strong brand and we are looking at building it aggressively. Our pickles range is unique and with more and more offerings being added to our portfolio across categories, consumers are discovering authentic regional and global flavours. We are looking at rapid market expansion. Bang in the Middle has been tasked with building our offerings in most persuasive way.”
Speaking about it, BITM chief operating officer Rajive Mathur said, “It’s more than a pleasure to be working with Mother’s Recipe. As India’s leading brand name in their category, and with their already prominent foray into Pickles, Pastes, Chutneys and Papads; we are more than thrilled to be with them on their culinary journey into the kitchens and dining tables of India. With the coming months bringing in festivity to India, we’d surely want to be part of the celebrations.”
Desai Foods owns Mother’s Recipe range of pickles, pastes, chutneys, sauces and papads. Bang in the Middle is an independent agency handling clients like Pearson, TATA AIA, AJIO, Orientbell, News18, Bath & Bodyworks, HCCB, Medanta amongst others.
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.”
