Account
BBH bags creative mandate for Smarton
MUMBAI: Smartron has appointed BBH (Bartle Bogle Hegarty) as its creative strategy and advertising agency partner after a multi-agency pitch. The agency’s Delhi office will execute the integrated creative strategy for the brand across media.
The brand developed and recently unveiled the revolutionary tronX which is an intelligent and assistive AI + IoT platform that connects a range of devices, sensors and systems to the core to offer personalised experiences, services and care to consumers across home, health, infrastructure and personal verticals. After the launch of tbook, tphone and smartphone in the last year and a half, the company is looking at launching more than 8-10 products across categories.
Smartron VP sales and marketing Amit Boni said, “We firmly believe that a team which truly understands the nuances of the business is the right partner to work with. With their global teams and their ability to cross-pollinate ideas effectively, we think BBH will be able to bring our consumer-centric IoT story alive.”
BBH Delhi general manager Shreekant Srinivasan said, “Smartron has a vision to not only change the way people interact with technology but also change the way the category has been communicating with the consumers.”
BBH Delhi strategy director Ankit Singh said, “Communication will play a crucial role in making people adopt the IoT way of living.” BBH Delhi executive director Vasudha Misra said, “To build a brand from ground up is a great opportunity. Looking forward to creating a brand that sets the benchmark for the category.”
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.”
