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OMD India bags the media mandate for SUGAR Cosmetics
Mumbai: OMD, the world’s largest media agency network – part of the Omnicom Media Group, has won the media mandate for SUGAR Cosmetics following a competitive pitch. This partnership between the two brands will see OMD India handle the end-to-end media strategy for the leading cosmetic brand from the agency’s office in Mumbai.
Today’s new-age challenger brands need a strategic partner that embraces a future-ready challenger mindset. OMD India’s position as an audacious challenger agency in the country enables them to have a deep understanding of the fast-growing beauty space – an aspect that was key to clinching the win. SUGAR Cosmetics and OMD India, both brands led by women leaders, found a common ground of shared values and culture, which also served as a catalyst for this partnership.
With this collaboration, OMD India will provide innovative and forward-leaning solutions that deliver to SUGAR Cosmetics’ business objectives and offer strategic support as it looks to the future with aspirations to scale as a global cosmetic brand.
Speaking of this partnership, OMD India CEO Anisha Iyer said, “We are thrilled to collaborate with such an ambitious brand that resonates with the pulse of new India, especially at a time when it endeavours to become a global force. Our partnership with them will see us bring the right amalgamation of innovation, creativity, empathy, and insights to create valued connections with their customers and build profitable business outcomes.”
SUGAR Cosmetics co-founder and COO Kaushik Mukherjee said, “We are very excited to partner with OMD India to deploy data-rich media strategies that will help us achieve the business goals we have set for ourselves. In today’s dynamic media ecosystem, their intelligent tech stack, agility and expertise will help us drive efficient campaigns to reach audiences across market segments. I look forward to working closely with team OMD India and building SUGAR Cosmetic’s existing position as the preferred cosmetics brand for makeup enthusiasts across the nation.”
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.”
