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Railways appoints Ernst & Young as consultant to tap advertising potential of stations and trains
New Delhi: Indian Railways has appointed Ernst & Young as consultant to undertake the job if initiating a large-scale exercise to identify and leverage pan-India advertising opportunities at railway stations and trains. The railway public sector undertaking RITES, the consulting wing for Indian Railways, has awarded the mandate to E&Y following a multi-party bid
Initial estimates have indicated an advertising potential on railways in excess of Rs. 5,000 crore over the next few years. E&Y has been assigned the job for tapping the advertising potential of Indian Railways assets including the fleet of trains spread over a wide network of about 7000 railway stations across India.
Railway board chairman A K Mital said: “This current move by the Indian Railways will allow for revenue enhancement for the enterprise without putting any burden on its passengers.”
Railway Minister Suresh Prabhu has been emphasizing on increasing revenues through the non-fare box route especially through advertising. An important aspect of this exercise will be the creation of packages that meet specific demographic and geographic needs.
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.”
