Account
Gardenia appoints Madison BMB for Gatsby’s creative duties
Mumbai: Gardenia Cosmotrade LLP has entrusted Madison BMB, the creative arm of Madison World with the creative duties for its men’s grooming brand, Gatsby.
According to a statement, the agency will be responsible for defining the brand positioning for its entire range of products and creating a clear preference over the other brands in the men’s grooming space through compelling communication.
“India is a fast-evolving market when it comes to understanding the nuances of men’s grooming. Consumers are increasingly aware of the products available across segments like hair, face, and body,” stated Gardenia Cosmotrade LLP designated partner Puneet Motiani. “While we’ve always been a trusted brand, we’ve noticed a host of new brands enter this space in recent times. We’re a global brand backed by deep knowledge of both, the category and the consumer. Hence, we needed an able creative partner like Madison BMB who can help us position our existing range of products to create a clear preference in the minds of the audience.”
Gardenia Cosmotrade LLP provides a choice of multi-branded global personal care products which includes brands such as Gatsby and Tiger Balm. Gatsby, the brand owned by Mandom Corporation, Japan, is one of Gardenia’s most valued brands within the portfolio. The brand is now looking at reinforcing and expanding its presence in India through its constantly evolving product range for the young Indian males, said the company in a statement.
“The audience that Gatsby wants to connect with are early adopters with a plethora of choices when it comes to men’s grooming,” said Madison BMB CEO and chief creative officer Raj Nair. “The task for us has been to develop a brand world that not only communicates the benefits of the range of products but also builds a relatable and endearing attitude that the audience can easily connect with, particularly in the digital space. It’s a task that’s as exciting as it is challenging, and we look forward to creating memorable and effective communication for Gatsby.”
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.”
