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Publicis India wins creative mandate of Arttd’inox from JSL Lifestyle
MUMBAI: Lifestyle brand, Arttd’inox, has announced the appointment of Publicis India as its creative agency. Publicis India was appointed after a multi-agency pitch which saw more than three agencies vying for the pivotal account.
As its creative and communication strategy partner, Publicis India would play a key role in fronting the communications mandate of Arttd’inox and making it a sought-after lifestyle brand in India.
The account would be managed by the Delhi office of Publicis India.
Arttd’inox is more than a decade-old lifestyle brand from the house of one of the biggest stainless steel manufacturer in India, Jindal Stainless Ltd (JSL).
It is actively engaged in bringing out innovative design concepts in tableware, gifting, home décor and bespoke kitchens.
JSL Lifestyle MD Deepikka Jindal says, “Stainless steel is normally associated with something very basic and industrial though it has been rooted in the cultural fabric of India. Therefore, as a high-lifestyle brand, we found an opportunity to change the perception of people by marrying form & functionality in creating luxurious products. We have been in existence for more than a decade and have been striving to create a unique space for the brand Arttd’inox. With our new strategic GTM approach, we felt the need for a partner, who could truly understand our strengths and help us become a one-of-its-kind high-lifestyle brand of desire. We found the partner in Publicis India.”
On winning the business, Publicis India executive director Ravpreet Ganesh adds, “Arttd’inox is more than just a retail brand. It symbolises artistry, luxury and creativity. Being a part of the JSL Group, Arttd’inox is on a journey to change the perception people have about stainless steel and we are proud to associate with them in fulfilling this dream.”
As a concept, Arttd’inox brings out the versatility of stainless steel and a number of innovative home lifestyle products made out of different materials such as wood, glass, brass, copper and fine bone china. That’s not all, the brand has also forayed into offering luxurious bespoke kitchens solutions.
The plan ahead is to scale up its offerings, especially in the overseas markets and expand to newer markets as well.
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.”
