Account
Britannia appoints Lowe Lintas as creative agency for Timepass
MUMBAI: Britannia, Indian food-products major, has decided to enter the snacking category. Lowe Lintas will provide the creative thrust that will propel the entry of Britannia in this new category. Lowe Lintas was awarded the creative mandate after a multi-agency pitch process.
Snacking is one of the largest and fastest growing sub-categories within the food category in India. The category, worth Rs 24,000 crore, is witnessing a lot of new players entering the market. The snacking market is projected to grow annually at a CAGR of 7.5 per cent till 2023. Britannia plans to enter the category with Timepass – a range of baked snacks in exciting formats and flavours.
Speaking about the appointment of Lowe Lintas, Britannia Industries Ltd business head – adjacent and new business Jayant Kapre said, "In line with Britannia’s vision of being a total foods company, it was a natural move for Britannia to make an entry into this category. We looked at the tremendous growth of the snacking category over the past half-decade. Our approach will be not just to create an innovative portfolio of products, but one that is represented by a memorable brand persona. We look forward to working with Lowe Lintas in gaining a meaningful entry into this competitive category."
It is noteworthy that Lowe Lintas currently handles the creative duties for a large share of Britannia's portfolio, and this appointment only fortifies the brand's faith in the consistently effective work delivered by the agency.
Lowe Lintas president Hari Krishnan commented, "We are Britannia’s lead creative partner and to be chosen for a new category is a vindication of our strengths in consumer understanding, strategy and our creative firepower. Snacking is a category where consumer demand is triggered by two types of hunger – mouth hunger & stomach hunger. Most of the packaged snacks fall into the mouth hunger category and is generally an addictive and/or mindless activity. Based on this insight, we have worked with the Britannia team on the strategy, brand name and communication and that’s how the brand name Timepass was frozen. We look forward to developing some exciting and Timepass work."
The account will be handled out of Lowe Lintas Bangalore, and the scope entails building on and offline brand campaigns for Britannia's Timepass.
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.”
