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Crosshairs Communication bags PR mandate for Life and Pursuits
Mumbai: Public relations and social media agency Crosshairs Communication has bagged PR mandate for Ayurvedic wellness brand Life and Pursuits.
As part of this association, the agency will be responsible for crafting and managing the brand’s key messaging across the Indian markets.
Life and Pursuits is a purpose-driven organisation with an aim to create awareness in society about harmful chemicals and toxins in everyday products. “Crosshairs Communications will now be piloting Life and Pursuits PR communication, thus securing a clear mandate to disseminate the richness of Ayurveda and the brand’s services being offered across the Indian markets. The brand will veritably strengthen the core expertise of the agency,” said the statement.
“As an agency, Crosshairs Communication perpetually thrives to live up to the expectations of the brands on board,” said Crosshairs Communication founder Stuti Jalan. “We explosively believe in addressing the communication goals, press coverage opportunities and image building expectations of the brand and avidly await the challenges and imperative duties and responsibilities that tag along.”
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.”
