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Cut The Crap bags FCUK Innerwear’s creative mandate for India
MUMBAI: Oban Fashions, Rupa & Company’s wholly-owned subsidiary that has acquired exclusive license from French Connection Limited to develop, manufacture, market and sell innerwear and related products with the Brand name ‘FCUK’ in India, has appointed Mumbai-based Cut The Crap (CTC) as its creative agency.
“I am delighted to announce our partnership with Oban Fashions for FCUK and French Connection Innerwear,” said Cut The Crap (CTC) founder Jagdish Acharya.
Rupa is the leading knitwear brand in India. It covers a wide range of knitted garments from innerwear to casual wear. Their products are made from the finest yarns which are sourced from across the world.
Oban Fashions director Siddhant Agarwal said, “FCUK is a cult brand and we needed an agency with passion and dedication to bring the glory it deserves. We decided to go with CTC because of their brand understanding and cutting-edge creative interpretation. FCUK is all set to occupy centerstage in premium innerwear segment in the coming years and I am happy to have CTC partnering us towards that goal.”
“Put simply, challenge for the agency is to make FCUK the most talked about brand in fashion and among the fashion-forward,” added Acharya. FCUK will be supported with campaign including digital and activation that will roll out parallel to distribution and retailing.
“Our strategy is to make every aspect of brand exciting – be it design, packaging or day-to-day interface on social media. Our objective is to be on top-of-fashion-minds. Market shares will follow,” added Aggarwal.
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.”
