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Pitchfork Partners to lead strategic communication for Rupeek
Mumbai: Homegrown asset-backed digital lending platform Rupeek has appointed Pitchfork Partners Strategic Consulting as its public relations and digital consultancy.
The agency will be responsible for providing strategic communication and digital counsel to strengthen Rupeek’s brand image and enable storytelling that would help increase the preference for doorstep gold loans amongst consumers. It will drive the brand outreach for Rupeek, supporting its business growth and strengthening the brand narrative, said the statement.
“We are delighted to partner with Pitchfork Partners. At Rupeek, we aim to transform the business of gold loans and democratise access to credit for all. Pitchfork’s integrated strategic approach will assist us in our storytelling efforts to make Rupeek the largest digital lender in the years to come,” said Rupeek senior vice president – marketing & digital, Shalabh Atray
Pitchfork Partners co-founder Jaideep Shergill added, “With Rupeek’s commitment to gold loans and its unique offerings, it not only has an edge with India’s consumers but it can also disrupt the market. We are privileged to partner with such an inventive company.”
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.”
