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Centuary Mattress reappoints PAD Group as its creative agency
Mumbai: Centuary Mattress, a leading name in the bedding industry, has once again chosen PAD Integrated Marketing & Communications as its trusted creative agency partner. This marks the second consecutive year of collaboration between the two industry giants, solidifying their commitment to the overall strategy, planning and creative content requirements across online and offline platforms for the brand.
Centuary Mattress, renowned for its premium range of sleep solutions, including mattresses, pillows, and accessories, has consistently relied on PAD Integrated Marketing & Communications to craft compelling marketing campaigns and innovative branding strategies.
PAD Integrated Marketing & Communications this year will develop a comprehensive communication strategy with a three-fold mission: to raise brand awareness and highlight the value offered to consumers in order to boost sales. This strategy encompasses the creative and execution of brand films and the design of offline promotional materials, the management of online reputation, and the meticulous refinement of brand strategies.
Commenting on this enduring partnership, Centuary Mattress general manager brand and marketing Vijay Kumar Mikkilineni said, “We are thrilled to renew our partnership with PAD Group for the second year in a row. Their strategic thinking, and deep understanding of our category have been instrumental in helping us reach new heights. Together, we aim to create even more engaging and impactful campaigns that resonate with our customers and reinforce our position as an expert of quality sleep solutions.”
“The journey with Centuary Mattress has been a remarkable one, and we’re absolutely thrilled to continue this partnership. This partnership reaffirms our commitment to delivering innovative marketing solutions, and we look forward to even more success together. We’re excited to bring fresh ideas and compelling campaigns to the world of sleep solutions. Our team is geared up to keep dreaming big and crafting extraordinary branding strategies that will make Centuary Mattress stand apart in the market” said PAD Group founder Gautam Reddy.
Commenting on this “As a specialist brand, we’re looking to build a relationship with consumer that enables them to look beyond the price and superficial claims of technology. Lucky for us we have a product that lives up to the promise” said PAD Integrated Marketing & Communications creative director Abdul Ahad.
Centuary recently rolled out its ‘Copper sleep is better sleep’ campaign, showcasing the brand’s collaboration with ace badminton player P V Sindhu, who has become the new face of the brand. This campaign emphasizes Centuary Mattress as the go-to sleep specialist partnering with a badminton specialist. Notably, in 2022, Centuary’s ‘Sleepables’ film featuring Sania Mirza garnered a staggering 6.4 million social media views and secured the prestigious Best Branded Content award at the IMA South awards.
With a decade-long legacy and creating an array of work across regions for over 350 clients, PAD harnesses creative excellence by solving business problems & connecting consumers to brands.
PAD has a workforce of over 80 individuals with principal presence in Hyderabad, Mumbai, Delhi and Bangalore. Over a period of time, PAD has bagged over 18 awards for its outstanding work, contributing to the success of blue-chip companies such as Paytm, Dabur, Shapoorji Pallonji, Centuary, aha, and numerous others.
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.”
