Account
Behrouz Biryani brings Carat India on board as media agency
MUMBAI: Behrouz Biryani, the digital-only premium biryani brand, has roped in Carat India, the flagship media agency from Dentsu Aegis Network, as its media agency.
Carat won the mandate following a multi-agency pitch and will now handle the account from its Mumbai office. Meanwhile, under this new partnership, Columbus India, the digital agency from Dentsu Aegis Network, is now in-charge of the brand’s digital account. For the record, Behrouz Biryani recently launched its first advertising campaign that takes one through a gastronomical journey tracing the origins of the brand since its inception. This is the brand’s first integrated campaign extending across digital, print, outdoor and radio.
FAASOS Food Services (FFSPL) Group CMO Sagar Kochhar says, “Being a digital-only brand, it was important for us to create a campaign highlighting the USP of the brand – i.e the aeons old, authentic Persian recipe, the fine ingredients and a compelling brand story. Meanwhile, when it came to delivering business results, the objectives were non-negotiable. An infallible media strategy that could connect to our target audience in the most cost effective manner was the need of the hour. Carat’s focused and integrated solutions for our business challenges look seamless to us and we are delighted to have them with us as we embark on this exciting journey ahead.”
Carat Media CEO Rajni Menon adds, “We are extremely delighted to partner with Behrouz Biryani. We are confident in driving strong and positive integrated media strategies to raise brand awareness resulting in positive business results. We are looking forward to this partnership, taking their business to a larger scale.”
The only biryani brand in India to scale across the country, Behrouz with its presence across 15 cities, has emerged as a clear leader in biryani as a category. Moreover, with the food industry moving from dine-ins to online ordering, Behrouz has been able to successfully scale up its intricate secret recipe across 15 cities through a network of 160 cloud kitchens.
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.”
