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ALTBalaji media mandate pocketed by Lodestar UM
MUMBAI: ALTBalaji, an important part of Ekta Kapoor’s films and TV shows production company Balaji Telefilms, is a step ahead of competition. Within six months of its launch, ALT marked itself at the third position in India’s highest revenue grossing apps as per a App Annie Intelligence report. It has been seeking a media agency for sometime now.
Lodestar UM has now bagged the media mandate for ALTBalaji. The mandate includes print, television, online, out of home (OOH) and radio.
CMO Manav Sethi of ALTBalaji, which created a record of sorts by releasing 10 originals within six months, said, “We were cautious in our advertising and marketing spends. Ninety per cent of our marketing spends is focused on. We look forward to Lodestar UM’s coming on board. They command a strong understanding of media and entertainment space along with strategic and innovative solutions which will be essential in supporting our business vision.”
Lodestar UM SVP Deepak Netram, said, “With a game changer like AltBalaji, we have an opportunity, to build on our global learning and are fully geared to deliver solutions in this space.”
For building a robust international distribution ecosystem, ALT partnered with Lemon Advisors to forge alliances with distribution partners like telecom operators, internet service providers and OEMs. Lemon is assisting ALT in exploring brand alliance opportunities along with planning and executing marketing and on-ground activities. Lemon Advisors became a representative entity for ALTBalaji at various trade shows and exhibitions.
The creative mandate for ALTBalaji has been bagged by Scarecrow Communications, Balaji’s digital venture.
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.”
