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Grofers awards programmatic mandate to PivotRoots
MUMBAI: Online grocery delivery service, Grofers has decided to focus on programmatic and has appointed PivotRoots as its agency.
Commenting on the win, PivotRoots founder and managing director Shibu Shivanandan says, “We are excited and proud to have an aggressive brand like Grofers, on our client roster. Not many brands in India understand the value of using programmatic in digital media and how it can drive buying efficiencies along with building a long-term data strategy. The vision of this partnership is to eliminate the silos between the direct buys and biddable platforms. The team at PivotRoots is excited to partner with Grofers. We look forward to take this partnership ahead with Grofers in other avenues as well”
Grofers VP – marketing Prashant Verma said, “Grofers has seen a five-fold growth in annualised GMV in the last 15 months and has set even higher ambitions in 2019. The team at PivotRoots has a great vision and is focusing on how to drive programmatic-first digital strategies and create value for brands. We look forward to working with this passionate bunch of young talent.”
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.”
