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Aidem Ventures bags ad sales duties of Kasthuri TV
MUMBAI: Kasthuri, 24 hours Kannada entertainment channel, is all set for a brand refresh.
Last month, the channel, in order to improve the content, channel packaging, promotional strategy and the overall business, signed a business transfer agreement with White Horse Network Services. The channel, whose content was divided into 60 per cent entertainment and 40 per cent news content, will now shift its focus to pure entertainment. The team will soon unveil the content plan to offer a differentiated offering to viewers within the Kannada entertainment space. The overall content will be targeted to reach the holistic family audience.
While White Horse Network Services focuses on strengthening the channel’s position in the Kannada GEC space, it has mandated its ad sales duties to Aidem Ventures. The Aidem team will work closely with White Horse on the go-to-market strategy with the revised content offering.
“We have devised a new content strategy for Kasthuri TV. Based on the research undertaken, the first course of action will be to fill in gaps within the current offerings by strengthening our weekday primetime programming by incorporating fiction and new format shows in the current lineup. We are set to launch five new programmes both – fiction and non-fiction, by end of this year. We have strengthened our movie library by acquiring 50 A-category titles this financial year. Apart from this, we are set to launch premium reality shows on the lines of KBC & Bigg Boss by end of January 2015. Besides, this association with Aidem will broaden our client base thus giving us healthy revenues from pan India markets,” said White Horse Network Services CEO P Kailasam while speaking of the alliance.
“We are very excited about this partnership with Aidem. Their experience and track record in the Regional TV space, is best equipped to expand the horizon for the holistic growth of Kasthuri TV,” added White Horse Network Services business head GV Krishnamurthy.
“It gives us immense pleasure to be associated with Kasthuri TV. We are very excited with this mandate to enhance the advertising potential of the brand. With the White Horse team coming into the picture, we see a tremendous future for the channel. We feel that Kasthuri TV is looking up to some good times ahead,” said Aidem Ventures director Vikas Khanchandani.
“It is great to have yet another Regional GEC on board. Hindi & Regional GECs are key drivers of television viewership. Besides, advertising on Regional GECs is highly efficient due to their competitive advertising rates, richness of content, better cultural fit and better engagement,” added Aidem Ventures regional channels senior VP Alok Rakshit.
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.”
