Account
Everest Spices appoints Interactive Avenues as first digital agency
MUMBAI: Following a competitive pitch, Interactive Avenues – A Reprise Network Company, the digital arm of IPG Mediabrands, has bagged the digital mandate of India’s numero uno spice brand, Everest.
The account will be handled out of the agency’s Mumbai office.
With consumers shifting to e-commerce platforms like Bigbasket, Grofers, and Amazon Pantry etc. for convenience shopping, Everest wants to create a strong and impactful brand presence on digital platforms.
“We are delighted to have Everest in our marquee list of client portfolio. Culinary diversity is one of the greatest treasures of our country. In fact, in India, the cuisine changes every few kilometres offering a wealth of flavours that is simply staggering. In this highly competitive and diverse category, Everest has established itself as the number one brand that evokes a lot of emotion. The brand has always aligned itself with “Maa ke haath ka khana”. Everest wants to create a strong presence on the digital platform and we feel extremely fortunate to partner with them in this new phase of growth”, said, Interactive Avenues business head Shantanu Mulay.
“Everest is a household name in India and we want to capture the new consumers and beef up our digital presence. We were scouting for a digital agency that would help us understand the evolved consumer mindset. Team Interactive Avenues brought clear understanding and an approach that resonates with the masses, young and old. We are really looking forward to this association,” said Everest Spices owner Sanjeev Shah.
Based in Mumbai, 52-year-old Everest reaches more than 20 million households in India. With 45 spice variants, Everest spices are exported to 58 countries across the US, UK, Africa, UAE, Singapore, Australia and several others.
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.”
