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#ARM Worldwide bags digital marketing mandate for MTV StayingAlive Foundation – MTV Nishedh
Mumbai: #ARM Worldwide, India’s award-winning digital marketing and communication partner, has bagged the creative and digital marketing mandate for MTV Staying Alive Foundation in collaboration with Viacom18 – ‘MTV Nishedh’ – a social and behavioural change campaign that uses storytelling as a format to create content for young people, with the aim of raising awareness and driving behavioural change around issues pertaining to sexual reproductive health, medical abortion, modern contraception, and tuberculosis.
As a digital transformation partner, #ARM Worldwide will be responsible for scaling the brand’s digital presence and constructing innovative strategies and narratives to build on newer audiences. The key highlights of the year-long association will be to gain insights and learnings about attitudes and behaviours of the youth in Northern India around sexual reproductive health, contraception and family planning and shift it towards a positive and healthier explanation through digital content and storytelling. Some of the mainspring elements will include community building, promoting digital tele-counselling, and other content innovations.
Further, the organisation will strive towards building the brand as a ‘SAFE SPACE’ for having conversations around taboo topics like sex, abortion, unplanned pregnancy, relationships and family planning and as a reliable, ‘hub of information’ for anything related to these issues.
On bagging the new mandate, #ARM Worldwide CEO & co-founder Manas Gulati said, “What started as a stint to promote and amplify MTV Nishedh Season 2 on Social Media is now a full-scale partnership we all are really proud of. Today, the youth is no longer bound by societal conditioning, they have the fire to question topics disapproved by society or viewed as ‘stigmatizing’. Through our digital strategy and communication we seek to create that learning and awareness, guised in relatable content to encourage and facilitate open discussion and change for young people. With partners like MTV Staying Alive Foundation, it will certainly be a monumental leverage to deliver real & meaningful social change and also in terms of reach and engagement. It is indeed a stimulating addition to our portfolio.”
Speaking about the partnership, MTV Staying Alive Foundation country manager Akriti Saronwala said, “ We’re excited about our continued and evolving work with #ARM Worldwide to harness the power of edutainment and leverage the booming reach of digital channels. By challenging health-related stereotypes and promoting gender equality, we can inspire young minds to become agents of change, so they take better decisions for themselves.”
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.”
