Account
IdeateLabs bags Fino mandate for audience targeting
MUMBAI: IdeateLabs, a full-service digital marketing company, has won the digital mandate for Fino Payments Bank, the newly launched bank of Fino Paytech, a payments technology company. The account was won following a multi-agency pitch.
By using innovative digital approaches, the agency plans to help Fino Payments Bank reach out to its target audience, including millions of hardworking Indians currently excluded from the formal banking system.
IdeateLabs believes that fast penetration of smartphones, mobile data, digital video and social media across the country has created new opportunities for the Fino brand to connect one-to-one with its audience.
IdeateLabs business head Christopher Higgins said: “We will be aggressively executing the planned strategy to help them target the right market and achieve their growth plan of 3-4 million customers in the first year. With innovative use of digital tools such as social media, programmatic, web assets, digital storytelling, digital content, apps, etc., we will help Fino Payments Bank to connect with customers and deliver on its promise. With 410 Fino branches already open, we are planning some path-breaking strategies around geo-targeted communications delivered through our new programmatic media platform, iCogz”
Fino Payments Bank executive VP & head – strategy and marketing Shailesh Pandey said, “Our customers are spread across segments and with the increased penetration of smart devices, reaching out to those present on the digital spectrum has become critical to create top of the mind recall. We look forward to having a strong digital presence through clutter-breaking buzz in the digital world and increased brand awareness that drives business growth.”
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.”
