Account
Happy mcgarrybowen bags cure.fit mandate
MUMBAI: cure.fit, the new venture by Mukesh Bansal and Ankit Nagori, has awarded its brand solution mandate to Happy mcgarrybowen, the creative agency from Dentsu Aegis Network.
cure.fit is a holistic technology-led health platform, which provides scientifically tested assistance to users to help them think, sleep, eat and work out better. cure.fit achieves this through its various offerings – eat.fit, mind.fit, cult.fit and more. As part of its recent association with Hrithik Roshan, cure.fit has launched HRX (the Hrithik Roshan lifestyle brand) workouts under cult.fit programs.
Commenting on the partnership, Mukesh Bansal, co-founder, cure.fit said, “Happy mcgarrybowen has played a key role in helping us arrive at a very powerful brand identity and brand positioning. This is disruptive thinking in brand space and gives us huge advantage as we go about building a consumer brand. Happy team has also played a key role in helping establish cult.fit as a holistic healthcare brand in Bangalore with creative inputs for centre ambience and campaigns for the brand.”
Praveen Das, managing director and chief creative officer, Happy mcgarrybowen says, “We were excited and happy to partner with Mukesh to create a new brand of value together, right from ground upwards. Our talented design team first set out to create an international class brand identity, relevant to the digital world we live in, using global design thinking principles. Subsequently, we also created the look and feel of the world the brand occupies, its tone of voice, brand icons, environmental graphics and packaging that are not only unique but also express and communicate the soul of the brand at all touch points.”
Happy mcgarrybowen has also secured the creative mandate for the launch and growth of cure.fit The mandate includes mainline and digital communications and will be managed by the agency’s Bangalore office.
Kartik Iyer, chief executive officer, Happy mcgarrybowen, added, “What Mukesh is doing with cure.fit is truly revolutionary and inspirational. Our country needs a movement like this. Thanks to technology, the vision to do something like this is possible today. We are honoured that he placed his trust in us from day one, where we were brought in to create the launch video of the concept itself. We partnered with him right through the design phase of the entire cure.fit experience and shall also be working with him on launching and brand building all the offerings from the platform. The recent launch of the cult.fit centres with Hrithik Roshan was met with a resounding success.”
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.”
