Account
SBI Life appoints Mullen Lintas & Mindshare
MUMBAI: SBI Life in its effort to establish a deeper connect with its consumers has appointed Mullen Lintas as its creative agency and Mindshare as the media agency, following a closely contested multi agency pitch.
In 2017-18, India’s domestic life insurance industry registered 10.99 per cent y-o-y growth for new business premium, generating a revenue of Rs 1.94 trillion (US$ 30.1 billion). With 57 players, the overall insurance sector in India is one of the most competitive globally. The need for brands to establish a differentiator and a deep emotional connect with consumers is ever so more, given the limited scope for product differentiation. In this context the roles of creative and media agencies are crucial for brands to reach out to the right target audience with the right message.
SBI Life SVP and chief of brand and corporate communication Ravindra Sharma says, “In today’s landscape where new marketing tools and techniques are launched every other day, staying imprinted on the minds of consumers is a continuous challenge. As a brand, SBI Life is building a culture to connect with consumers’ emotional motivations, which are deep-rooted in their need for protection. In this context the strategic thought process and approach presented by Mullen Lintas & Mindshare aligned with our brand ethos reinforcing our confidence to bring them on board.”
Mullen Lintas chairman Amer Jaleel adds that SBI Life is one of the largest Life Insurance players in the category and it feels like an organisation with real belief in brand creation and consumer connect.
He further says, “The brand has created some really memorable work in the past which we hope we can build on to take the brand higher. I am personally excited at coming back into the life insurance space again. I have a lot of fond memories of working at Lowe with Balki on the category and am really excited for this new journey,”
Mindshare CEO for South Asia, MENA and Africa Prasanth Kumar notes, “Being one of our esteemed client partners, this is a joyous moment for us that SBI Life is continuing our relationship. We appreciate the renewed opportunity by SBI Life as we now look forward to strengthening our delivery across brand strategy coupled with insightful data, engaging content and innovations to contribute to the brand’s success.”
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.”
