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The Pink Foundry ropes in Tilt as agency on record
Mumbai: Confira Laboratories from the house of Encube Ethicals has roped in Tilt Brand Solutions as strategic, creative and digital agency on record for its skin-care brand, The Pink Foundry.
The brand has been launched on e-commerce platforms, along with its first digital campaign across formats.
The Pink Foundry’s co-founder & head of innovation Niloni Shah said, “And which is when we turned to the professionals at Tilt Brand Solutions who on one hand have the solid experience and the expertise of having launched and grown more than 100 odd brands, and on the other hand are also contemporarily structured and staffed to manage the needs of D2C brands.”
Tilt Brand Solutions’ co-founder & chief business officer Rajiv Chatterjee said, “Pun unintended, but this is a skin in the game relationship for us. We are truly proud of our partnership with Confira Labs that has resulted in the birth of this brand. We are truly confident with the launch work that is now out in the public domain; and are also extremely happy for being acknowledged so early on in the journey for having re-written the norms of brand communication in this category. This is a journey that we are most excited and most confident about.”
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.”
