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Ajay Gupte’s Wavemaker reappointed as Tata Consumer media agency
MUMBAI: There’s a tsunami of brands in the Rs 15,000 crore-plus turnover Tata Consumer Products Ltd (TCPL) portfolio, right from Tata Tea and variants, Tata Salt and premium salts, Tata Sampann, Tata Coffee Grand, Tetley Green Tea, Tata Soulfull, Himalayan water, Tata Gluco, and what have you. All of them have landed on media agency Wavemaker’s shores.
The consumer retail giant has handed over the mandate of managing the ompany’s media spends effectively to the Ajay Gupte-headed media behemoth. Wavemaker won the account after a multi-agency pitch and will be TCPL’s media partner come FY 2025.
This strategic partnership reflects the company’s commitment to staying ahead of industry trends, enhancing consumer connections, and delivering impactful, innovative, purpose-driven communication that resonates with modern audiences.
Wavemaker is the incumbent media agency for TCPL and will continue to spearhead dynamic media planning and execution across TV, print, radio and digital channels for brands across businesses in India like packaged beverages, foods, ready to drink, Tata Soulfull and Organic India, spread across Bangalore, Mumbai and Delhi.
Said TCPL president- packaged beverages, India & south Asia Puneet Das: “TCPL has been at the forefront of delivering hyperlocal, hyper-personalized and technology-driven marketing initiatives, achieving exceptional impact across diverse markets. We are excited to continue on this journey and our partnership with Wavemaker as our media partner.”
The media mandate includes end-to-end management of traditional and digital media planning and buying, aimed at driving greater synergies across Tata Consumer Products’ diverse brands.
Added Wavemaker CEO-south Asia Ajay Gupte: “We are honoured to be re-appointed as the media partner for TCPL. Collaborating with such a respected brand presents a significant responsibility. TCPL’s strong emotional connections with its audience inspire us to leverage our expertise in media and consumer engagement.
Continuing on our long standing partnership, we are dedicated to crafting innovative campaigns that align with their brand mission, sparking meaningful conversations and excitement. Together, we aim to enhance TCPL’s legacy as an industry leader and create impactful experiences that resonate with consumers.”
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.”
