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Colourcraft practices Urban Yoga for Future
MUMBAI: Creativity seems to be in their genes. Urban Yoga, India’s first home-grown yoga apparel brand from the Future Group, has entrusted ColourCraft Studio (CCS) to revitalise its digital footprint. CCS won the multi-agency pitch by unveiling a 360-degree digital strategy for the brand, the x-factor being a mock TV commercial that encapsulated the agency’s vision for Urban Yoga.
“We want Urban Yoga to do for Yoga what Nike has done for running – make it sexier, more desirable, irrespective of age, gender, religion or caste,” says creative director Ankit Jain who spearheaded the pitch. The agency centered the strategy around the slogan — #YogaOn – with emphasis on breaking traditional notions about Yoga and therefore expanding the customer base.
Founded in 2006 by Future Group, Urban Yoga has blossomed from a single store in Bengaluru into a successful chain with multiple stores across India. Inspired by the Bali Spa ethos, Urban Yoga stresses on the earthy, calm and experiential retail approach. CCS co-founder and business director Aditi Gandhi said, “The trust Future Group has shown in us is a huge opportunity for us to create large-scale, strategy-driven campaigns to establish Urban Yoga as a name to be reckoned with in the retail space.”
Urban Yoga brand head Aditi Mirani Khandelwal said “We were looking for a partner who would understand and communicate our core values in an out-of-the-box manner. Most importantly, we were looking at people who have the patience to understand what Urban Yoga is all about and share the agile and global work culture along with us.”
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.”
