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Brand Factory appoints Publicis Ambience as AoR
MUMBAI: Brand Factory, a Future Group concept chain, has announced the appointment of Publicis Ambience as its creative Agency on Record (AoR).
The mandate was won following a vigorously contested multi-agency pitch where Publicis Ambience edged out competition due to its superior brand and communication strategy that was in line with the brand’s core objective.
The erstwhile agency on the brand was Karma, part of the DDB Mudra Group.
As its creative partner, Publicis Ambience would offer complete integrated communications solutions including branding, advertising and marketing solutions. These would stretch across the traditional mediums comprising television, print, outdoor, ATL/BTL, etc.
Brand Factory chief marketing officer Roch D’Souza said, “In Publicis, we saw lot of enthusiasm and hunger for the category we are operating in. Our intent was very clear; we weren’t just looking for a creative agency but a business partner who understands the category, business aspects, markets we are operating in and the customer of Brand Factory. To which, Publicis did a good job. Also, having Bobby Pawar on board makes a lot of difference. He brings in lot of experience on table and has understood the potential of the Brand.”
Brand Factory is India’s leading chain of fashion discount stores that promises consumers a revolutionary discount shopping experience. Brand Factory offers more than 200 Indian and international brands at 20-70 per cent discount, 365 days a year. Merchandise available at Brand Factory stores include men’s formals, casuals, youth wear, women’s wear, sportswear, kids wear, footwear, luggage, accessories and more.
On winning the new mandate, Publicis Worldwide CCO and MD of South Asia Bobby Pawar mentioned, “I look forward to partnering Suresh Sadhwani, Roch D’Souza and their teams in exceeding their lofty ambitions for the brand and the business. Brand Factory disrupts the category and our efforts will be to engage with consumers in disruptive and effective ways. This win comes on the heels of many wins over the last few months.”
Bobby also signalled that Publicis will win some more accounts very soon.
Brand Factory has been around for the past 13 years and has made its way to all corners of India over the last four years. As of date, it is present in 28 cities with 69 stores displaying more than 200 plus brands. The goal is to reach 300 stores by 2020 and be counted as the leading fashion retailer offering top-notch fashion brands at discounted prices.
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.”
