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Eggfirst wins creative mandate for Just Diabetes
MUMBAI: Just Diabetes is the latest C&C Alpha Group Ltd healthcare initiative. JUST Diabetes is an innovative, specialty provider of ambulatory care, combining a high quality clinical offering with personalised support for patients learning to live healthily with diabetes.
Following a multi-agency pitch, Eggfirst won the creative rights for Just Diabetes, quite convincingly.
The first ad campaign for Just Diabetes is currently underway and is aimed at providing a specific destination to diabetics for holistic diabetic care. The results have been very encouraging and helped drive appropriately the brand positioning and footfalls.
Dr. Anjali Kumar, CEO of Just Diabetes says “We are on a mission. A mission to make India lose its title of ‘Diabetic capital of the World’. Eggfirst provided the strategy and creative that blended with our vision. Equally importantly, the energy with which Ashish drives the engagement is incredible, often giving me the comfort of a partner agency with the single minded agenda that I have – the brand success”.
On winning the creative pitch, Eggfirst COO, Vivek Menon said, “Winning the creative duties of a brand like Just Diabetes gives us a ‘double’ reason to celebrate: it allows us to participate in building a contemporary brand and also gives us an opportunity to make a difference to people’s lives.”
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.”
