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Columbus India wins digital mandate for LXME- India’s 1st financial planning platform for women
MUMBAI: Columbus India, the data-driven digital marketing agency from Dentsu Aegis Network, has been appointed as the digital AOR for LXME- India's 1st financial planning platform for women, powered by the Anand Rathi Group.
As per the mandate, Columbus India will service the digital requirements of LXME in the areas of paid media, search engine management, paid social, performance marketing, social media management, search engine optimization, content creation and developing creatives for the brand.
The account was won following an elaborate pitch process and will be handled out of the agency’s Mumbai Office.
Commenting on the appointment, LXME founder and Anand Rathi Group MD & Promoter Priti Rathi Gupta said, “LXME is a unique proposition; it is a financial product tailored for a completely new target audience, which is women. While looking out for a media partner agency, we wanted someone who not only understood the data driven digital media space well but also the consumer behavior insights of our TG. Columbus India showed expertise in both domains with their past work and performance. We have approached work in a very collaborative style. Given LXME is a new business under the AnandRathi group, we have been very performance centric with our media campaigns. Columbus India has some great minds at work that really understand our requirement and continuously aim to optimize results with their digital strategies across platforms.”
Columbus India COO Nitin Sabharwal said, “We believe that the entire product built by the LXME team can leverage the digital ecosystem in a more precise manner using the unique data-driven solutions from Columbus India.”
SVG Media CEO Deven Dharamdasani added, “LXME has a unique financial proposition that is targeted towards empowering women financially. We are extremely excited to be partnering with innovative and progressive brands like LXME.”
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.”
