Account
FCB will tell us why Palava is ‘most liveable’
MUMBAI: Lodha’s Greenfield project Palava, spread across 4500 acres, is their most ambitious project yet. With over 25,000 homes purchased in the last six years and thousands of families already living here, it is India’s fastest growing city. World-class amenities and advanced services are setting new standards for modern living.
And, for its brand new campaign, the Lodha Group has brought FCB Interface on board as its communication and strategy partner. The new campaign talks of how the city is poised to take off and how this is an opportune moment for people to be a part of it.
FCB Interface CEO Joe Thaliath said, “This is a unique opportunity for us to create a behavioural change and introduce a new way of living across touch points for the brand by attempting something new and breaking the monotony. To achieve this, we aim to reskin the city living mindset by taking it back to the core and then project the future living side of it.”
Lodha Group regional CEO Shaishav Dharia said, “We believe that FCB Interface, as our partner, will be able to communicate our philosophy and vision for the city.”
FCB Interface chief creative officer Robby Matthew adds, “Palava’s stated intent is to become one of the most liveable cities in the world. And it is already more than half way there. The new campaign simply tries to bring this alive.”
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.”
