Account
WayCool Foods appoints dentsuMB as lead communications partner
Mumbai: dentsuMB, the integrated creative agency from dentsu India, has won the mandate for the branded portfolio of the homegrown agri-commerce company, WayCool Foods. The account will be serviced from the agency’s Chennai office.
As per the mandate, dentsuMB will be responsible for managing the brand strategy and developing creative solutions across the brand portfolio. “The most rewarding part of our business is when the client acknowledges its agency partner with an additional mandate. We are truly humbled and honoured to have been chosen as the lead agency for WayCool Foods to build its portfolio of brands in India and abroad,” commented dentsuMB India managing partner Indrajeet Mookherjee.
WayCool Foods has launched a range of branded food products across its portfolio of staples, dairy products, and fresh produce. Formed with the vision ‘to be the most efficient, impactful and sustainable agri-commerce platform,’ the company is set to expand its reach to domestic as well as select international markets.
“WayCool, being a purpose-driven organisation, works across the food supply chain from soil-to-sale. Our consumer brands basket is designed around daily meal consumption habits to make home cooking easy, convenient, and magical,” stated WayCool Foods & Products chief executive officer and co-founder Karthik Jayaraman. “dentsuMB has been helping us reach and engage better with our target audience. Its global market intelligence is invaluable to us, and we will continue to strengthen this relationship to serve the Indian consumer globally.”
“Home cooking is even more important today with the current situation we are in and WayCool as a brand is synonymous with quality and high standards,” said dentsuMB Chennai AVP Priya CM. “We are happy to have grown this partnership and look forward to building the brand as it looks to enter new categories and new geographies.”
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.”
