Account
Horlicks account moves from JWT to FCB
MUMBAI: GSK Consumer Healthcare has announced the appointment of a new creative agency for megabrand Horlicks. The multiagency creative communications pitch was held in June and FCB India won the mandate. They will now lead creative communications and IAT (integrated agency team) process for the iconic brand.
The mandate was earlier with JWT India.
Commenting on this Jayant Singh, Global Lead, Nutrition & Digestive Health Category, GSK Consumer Healthcare said, “As leaders in nutrition, we are continually looking to innovate, delivering the best products based on science and the needs of the consumer. In keeping with the constantly evolving market conditions there is a need to adapt to connect with the new age consumer. We decided to reset our communication to best support Horlicks, challenging ourselves to ensure that we have the best insights, creativity and talent in line with our brand strategy as we embark on a new phase with the Horlicks brand.”
He added “FCB India has demonstrated a sound understanding of the category and brand, sharing compelling insights and creative ideas that addressed both emotional and functional balance. We are all very excited and look forward to taking Horlicks to its next stage of growth in the coming months. JWT were the incumbent agency for Horlicks and have worked on the brand for many years in India. We are extremely grateful to the JWT team that worked on Horlicks for their dedication and partnership throughout the years and specially for their professionalism during this process.”
Rohit Ohri, Group Chairman and CEO, FCB India said, “This opportunity to partner GSK on brand Horlicks is a dream come true for us at FCB. Very rarely do agencies get to work on a heritage brand which after more than seven decades of existence, still defines its category. We are truly excited by the possibilities of brand Horlicks and look forward to working with the marketing team to write a whole new defining chapter in its history in India.”
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.”
