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Dentsu wins MTR Foods and Orkla creative mandate
MUMBAI: Following a multi-agency pitch, one of India’s leading packaged foods company, MTR Foods, has appointed Dentsu India as the agency on record to lead the communication mandate on MTR’s brand ‘Snack Up’ and its parent company Orkla’s brand ‘Laban.’
MTR Foods is a subsidiary of Norwegian Business Consumer Goods Company – Orkla ASA. Recently, Orkla forayed into the confectionary category in India by launching Laban- unique, stretchy, human-shaped, fruit-flavoured chews – a category leader in the Norwegian market.
Dentsu India senior VP Samrat Chengapa said, “We certainly look forward to co-creating work that truly makes an impact in the marketplace.”
Dentsu India CEO Simi Sabhaney said, “With MTR, it was meeting of minds from the word go! We are looking forward to a long and productive relationship.”
MTR Foods GM – marketing Prerna Tiku said, “We look forward to working together to build emerging categories for MTR and Orkla.”
MTR Foods chief marketing officer Sunay Bhasin said, ‘We couldn’t have thought of a better partner than the young and dynamic team at Dentsu for our emerging categories.”
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.”
