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Dentsu wins Synthite co Vieda’s strategic, creative mandate
MUMBAI: Dentsu India, the integrated full-service communication agency from Dentsu Aegis Network, has bagged the strategic and creative mandate for Vieda, a newly-launched personal care brand by The Synthite Group, following a multi-agency pitch.
Synthite Group, a value-added natural ingredient corporation, kicking off with bathing bars and hair oil products, will extend its product portfolio with shampoo and toothpaste in the months to come.
Launched in Kerala in phase one, company sources confirm that they would expand in the South Indian market in the second phase and will be available across the country soon. The innovative product developed for bath soap (one portion to care specially for the face and the other to cleanse the body) definitely looks at being the game-changer in the category. Their hair oil brand – Vieda Nuvo – will surely shake up the market what with specially curated oils sourced from nine different places – both within and beyond India. The other hair oil variant – Kachiya Enna – is a traditional recipe that rings in the indigenous touch.
Intergrow Brands (Synthite company) MD and CEO Ashok Mani said, “We don’t look for vendors or agencies but we look for partners who understand our language and share our dreams. At Dentsu, we see a lot of what we want from our partner. Their understanding of how the product intertwines with brand communication will definitely help in setting us apart from the rest as we start on this new journey to build one of the finest personal care brands in the country.”
Dentsu India CEO Simi Sabhaney said, “We are looking forward to creating effective work for this brand, which has been conceived and created on a wholesome philosophy.”
Dentsu India VP Vidya Sankar added, “We were overwhelmed by the product differentiation that Vieda had to offer. Dentsu will complement it by out-of-the-box creative and strategic direction.”
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.”
