Account
Dr Vaidya’s appoints Mullen Lintas as its creative partner
Mumbai: Dr Vaidya’s, a brand from the house of RP-Sanjiv Goenka (RPSG) Group has awarded its creative mandate to Mullen Lintas.
The agency will be responsible for crafting the brand’s strategy and communications as it starts afresh post its acquisition by the RPSG Group last year. This win strengthens the agency’s relationship with the RPSG Group, for whom it has already worked on Too Yumm – the packaged foods brand from the group, said the statement.
Dr Vaidya’s is a new-age healthcare products company that offers India’s ancient knowledge of Ayurveda in a format that is appealing to modern consumers. Mullen Lintas won the business on the back of its creatives and its alignment to the strategic vision for the brand, the agency said in its statement. The account will be handled from the agency’s Mumbai office.
“We were looking for an agency that could understand our brand’s intent and could partner with us in making our growth plan into a reality, and Mullen Lintas we believe is the right partner,” said RPSG Group CEO – FMCG Rajeev Khandelwal. “We are impressed by the team’s strategic approach on Dr. Vaidya’s and are confident of their creative and digital capabilities as demonstrated over the years on Too Yumm.”
Mullen Lintas will be focusing on building equity for Dr Vaidya’s and creating communication that helps achieve the growth aspirations.
“We have been brand partners to the RPSG Group since 2017 and are delighted to take this association forward with Dr Vaidya’s,” said Mullen Lintas CEO Hari Krishnan. “The brand operates in a rapidly growing category and we are excited to partner with the client team to deliver effective strategies and creative solutions to deliver an unfair share of attention for Dr Vaidya’s.”
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.”
