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Lodestar UM pockets Birla Cement account
MUMBAI: The M P Birla Group has chosen Lodestar UM (leading media agency from IPG Mediabrands) to handle the media duties of its Cement business.
The M P Birla Group (established in 1919) and having interest across Cement, Power & Telecom Cables, Jute Goods, Healthcare, Education etc operates its Cement business under its flagship company, Birla Corporation Limited and its subsidiary Reliance Cement Company Private Limited.
Birla Corporation Limited recently acquired 100% shares of Reliance Cement Company Private Limited, a subsidiary of Reliance Infrastructure Limited, with its units spread across Madhya Pradesh, Uttar Pradesh & Maharashtra. With this acquisition, M P Birla Cement’s total manufacturing capacity has crossed 15 million tons across major markets of North, West, Central and Eastern India.
As a first step of its new branding exercise, M P Birla Cement has launched “PERFECT” – as a premium Portland Pozzolana Cement in Central India.
MP Birla Cement executive president – sales, marketing & logistics Sandip Ghose says: “We were impressed by their quick understanding of our marketing mission, a flexible and collaborative approach in developing a plan that meets our needs and priorities. “We look forward to Lodestar UM partner us on the new branding journey.”
Lodestar UM CEO Nandini Dias concurs. “This is a very major event in the life of MP Birla Cement and the stakes are high. Lodestar UM, with its insights and solutions-led approach, will strive to create a strong differentiation in the market – cutting through the clutter and me-too media activities,” she says.
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.”
