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Hashtag Orange wins digital mandate for Mufti
Mumbai: Digital communication agency Hashtag Orange has won the digital mandate for menswear brand Mufti. The agency will be responsible for the brand’s website management, creative, SEO, and media.
“At Hashtag Orange, we follow a holistic approach to augment a brand’s digital business by combining elements across media, communication, user experience, data & insights, technology, and innovation,” said Hashtag Orange founder Mukesh Vij. “I am sure we will be able to help Mufti achieve its goal while making an impact in the market with our customised strategies.”
Launched in 1998, Mufti today has successfully crafted an identity that has made it synonymous with trendy casual wear. This has come about as a result of a single-minded focus on the segment that is also reflected in the brand’s maiden tagline, ‘anything else is uniform’, said the statement.
“We are happy to have Hashtag Orange as a partner in our journey to strengthen our position in the market,” said Mufti founder and MD Kamal Khushlani. “We are confident that with the ever-changing digital scenario, Hashtag Orange will be able to develop a robust digital strategy for our brands and add momentum to all our marketing initiatives.”
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.”
