Account
ePayLater assigns creative and media duties to Madison
Mumbai: Payments platform ePayLater has assigned its creative and media duties to Madison. Madison BMB will handle the creative assignment and Madison Media Sigma will handle the entire media mandate for the fintech, including TV, print, radio, OOH, digital and cinema.
“Buy Now, Pay later category is relatively new to our country, especially in the B2B segment and taking it to the diverse audience and geographies of our country is always going to be challenging. During our initial interaction with Madison, we saw a lot of synergies & especially a passion to work on our brand ‘ePayLater’. With them on board with us, we are sure to educate and reach a wider audience in the most optimized way,” says ePayLater cofounder Uday Somayajula.
ePayLater aims to improve the lives of aspiring traders and small business owners by offering them interest-free financial credit, said the brand in a statement. With this, traders/kirana shop owners are empowered to make business decisions that help them buy more, save more, and do more business.
“We are happy to have Madison as a holistic agency on board as our creative and media partner. It’s an exciting phase of growth for ePayLater and with Madison as our partner, we are confident about effectively reaching out to millions of retailers in the country who stand to benefit from this solution,” said ePayLater cofounder Akshat Saxena.
Founded in 2015 by Aurko Bhattacharya, Akshat Saxena, Uday Somayajul, ePayLater seeks to provide simple, transparent and innovative financial solution to its customers. The company since the last three years has been focusing on the small businessmen/ trader segment, helping them to expand their businesses and meeting their aspirations.
“We are truly excited to be partnering with ePayLater, expand its reach and strengthen it as a game-changer fintech brand, in today’s fast-paced digitised environment,” stated Madison Media Sigma CEO Vanita Keswani.
“The fintech space in India is constantly innovating and developing and launching new products in the category. While there are many players, the leadership team at ePayLater are very upbeat about their prospects by virtue of what they bring to the table to smaller retailers and helping them spread their wings and fueling their growth story. Their partnerships with B2B majors like Metro Cash & Carry, Walmart, BigBasket and large FMCG brands help hugely towards this end,” commented Madison BMB CEO & chief creative officer Raj Nair.
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.”
