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Fabindia appoints 80-dB Mavericks as PR consultancy
MUMBAI: Following a competitive multi-agency pitch, 80-dB Mavericks, one of India’s premier reputation advisory consultancy, has been awarded the public relations business for Fabindia, a leading lifestyle brand.
The appointment will see 80-dB Mavericks roll-out integrated communications solutions for Fabindia, to drive greater engagement with consumers across India.
Confirming the appointment, Fabindia chief brand and marketing officer Karan Kumar said, “Fabindia is delighted to bring on board 80-dB Mavericks as our strategic PR partner. Their strong team, creative ability and thorough understanding of the brand task gave us the confidence to award them this mandate. At Fabindia, we are very passionate about our unique story – one that is anchored on our strong association with artisans and craftspeople and underpins our diverse product range. We believe the team at 80-dB Mavericks shares our passion and will be able to help us communicate our story to a new generation of consumers, making Fabindia their preferred brand as well. We look forward to working with the team at 80dB-Mavericks”.
On winning the PR mandate, 80 dB Mavericks co-founder and joint managing director Kiran Ray Chaudhury said, “Fabindia is an iconic Brand and a leader in the retail lifestyle space and we are honoured and delighted that they have chosen us as partners to further their business objectives. This partnership is testament to the strength of our diverse offerings and our senior counsel. Given the current communications landscape, we would be employing a multi-channel approach to drive opportunities for brand engagement to ensure that Fabindia remains highly relevant and personal”.
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.”
