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Bira 91 appoints OMD as media partner to engage beer fans
MUMBAI: Bira 91 has appointed OMD India as its media partner following a competitive market review. The Indian craft beer brand that has gone global will now leverage the marketing performance company’s sophisticated data strategies to engage consumers across both offline and online channels. The appointment is effective immediately and the account will be serviced out of OMD’s Gurugram office.
Launched in 2015 by B9 Beverages, Bira 91 quickly gained favour among urban millennials because of its variety of flavours, bold identity and strong draft network. The brand has already experienced significant growth, having gone global in 2017 when it launched in New York City, followed by a wider expansion into Asia, launching in Singapore in 2018. In less than three years since its launch, Bira 91 is among the top 25 craft beer brands in the world (by sales volume) and the fastest growing beer brand in the world.
Commenting on the partnership, Bira 91 VP marketing Deepak Sinha said, “OMD’s media expertise, ideas and innovative approach align to our vision of putting the consumer at the core of all our activities. As we continue to innovate to provide a fresh consumer experience through our products in India and globally, we required a partner who could help us deliver against this ambition. We’re confident that the OMD team will help us tell our story as we expand, and we look forward to a successful partnership.”
OMD India CEO Priti Murthy added, "This is a truly exciting partnership for us because it allows us the freedom to be as innovative as we can – in terms of the way we think, our strategy and approach, as well as our execution. We look forward to collaborating with the team on producing some of our most innovative work yet, in order to firmly position and grow the brand.”
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.”
