Account
FoxyMoron and GroupM’s Motivator pocket Hooq creative, digital mandate
MUMBAI: Following a multi-agency pitch, Hooq, the video-on-demand service, with a new mobile first approach, has appointed Motivator (a GroupM company) and FoxyMoron as its digital and creative agencies, respectively.
The new strategic appointments by Hooq have been made with agencies that deliver digitally native campaigns. The mandate entails building and strengthening the brand’s digital presence through strategic insights and unique solutions that engage consumers. The agencies will be involved in digital media strategy, planning and buying along with content creation and design work across all social media platforms. FoxyMoron has been granted the digital and mainline creative mandate, marking a first for the digital native agency as far as mainline creative services is concerned.
Hooq India MD Salil Kapoor: “We believe that these partnerships will helps us stand differentiated in the consumer mind space through innovative campaigns.”
Motivator managing director Rabe Iyer said, “We are excited about the possibilities of blending different creative minds to deliver results that continue to propel Hooq’s growth journey in India.”
GroupM CEO — South Asia CVL Srinivas said, “The VOD service has seen tremendous growth across Asian markets and with their foray in India, we hope that we can help them capture the attention of their target audience with our innovative solutions.”
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.”
