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Imbue Natural onboards Lyxel&Flamingo as digital marketing partner
Mumbai: Following a multi-agency pitch, personal hygiene and wellness brand for women Imbue Natural has onboarded Gurugram-based digital marketing agency Lyxel&Flamingo to manage its media marketing mandate.
The mandate entails search advertising, discovery and display advertising, platform-specific ads, SEO, influencer management, and digital media buying, said the statement. “The agency is entrusted with leveraging its collective creative, strategic, and media marketing skills to enhance brand recall, brand loyalty, digital footfall, engagement, and conversions,” it added.
“Recent consumer trends show that women are becoming more aware & vocal about their awkward needs,” Imbue co-founder Aastha Sharma said. “With the fast-changing nature of consumer outreach, emerging new business opportunities and in line with our strategy of being digital-first, we are very excited to partner with Lyxel&Flamingo and take forward our mission to de-stigmatise feminine wellness. We found Lyxel&Flamingo to have the right mindset to help us translate our strategy and vision into a new reality for our consumers.”
Imbue Natural is a female-first brand that draws inspiration, wisdom, and values entirely from nature, according to the company. “To be their voice and create a safe platform where we can initiate dialogue about issues related to women’s health that are often neglected or ignored for no greater reason than a mere inconvenience,” is the mission that drives the brand.
Lyxel&Flamingo chief operating officer Shreyansh Bhandari said the intimate hygiene and wellness segment is fairly nascent in the country and there is a huge scope to educate users and increase awareness amongst urban Indian women. “Our team of young and passionate professionals believe in the power of a holistic, well-rounded digital strategy to create a stronger brand recall and an increased engagement with a brand’s key consumer segments. Backed by our deep and extensive understanding of the digital marketing landscape, we will strive towards magnifying Imbue Natural’s digital communication and engagement to a wider scale,” he added.
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.”
