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iflix appoints trio for international expansion
MUMBAI: With an intention of expanding its service to new markets outside Souteast Asia, iflix, has announced a few appointments to its leadership team. Christian Toksvig has joined as head of International business whereas Nader Sobhan is the head of Middle East and North Africa. Andre De Wet joins iflix as head of Africa.
Now available in Malaysia, Thailand, the Philippines and Indonesia, iflix will continue to roll out its world-class service to key additional emerging markets in the coming months.
iflix group co-founder and CEO Mark Britt said, “I am incredibly excited to welcome Christian, Nader, and Andre to our growing family. Localization is the key to iflix’s strategy and with their outstanding track record and proven expertise in international expansion and business development, I am confident they will drive the business forward into exciting, new markets following on demand.”
Prior to joining iflix, Toksvig was the CEO of Stock Unlimited and has launched and grown four global media brands across five continents. He will be instrumental in driving strategic partnerships with telecom operators across Asia, the Middle East and Africa.
Sobhan founded Iktomi which has operations in Dubai, Barcelona and Bangkok. He previously also led the strategic planning of the digital directorate at MBC, the leading free-to-air broadcaster of the Arab world. With his extensive experience in digital products and broadcast entertainment in the Middle East and North Africa, Sobhan will be the driving force behind the Company’s expansion into the region.
Wet was with Price Check as the CEO, one of Africa’s e-commerce sites, where he grew by more than 700% during his 3-year tenure. He hails with extensive expertise in management, marketing, strategy and business development in developed and emerging economies.
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.”
