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iMerit appoints Pitchfork Partners as strategic communication lead for India
Mumbai: Technology and artificial intelligence (AI) data solutions firm iMerit has appointed Pitchfork Partners Strategic Consulting LLP as advisor for communication strategies in India. Pitchfork Partners will spearhead strategic outreach for iMerit through insight-based analytics to support growth and strengthen its brand narrative, said the statement.
Founded in 2012, iMerit specialises in transforming unstructured content – such as video, images, audio, and text – into structured data for use within the most advanced algorithms in machine learning (ML) and AI.
“iMerit provides end-to-end AI data solutions to some of the world’s leading brands and Fortune 500 companies across a wide array of industries, including autonomous vehicles, financial services, medicine, agriculture, government, and many more,” said iMerit co-founder and CEO Radha Basu. “Our aim is to assist companies by solving complex data challenges in their AI ecosystems. We are pleased to find a partner that shares our passion for this journey. Pitchfork Partners’ expertise will play a crucial role in realising our goals.”
In July 2021, iMerit expanded by opening a Centre of Excellence for AI Training Data, in Hubballi, Karnataka. In partnership with the Deshpande Foundation, a social and economic impact non-profit organisation, the tech firm expanded its expert workforce to deliver high-quality training data and solutions for ML and AI applications.
“We understand the dynamism and the communication requirements of the ever-changing technology sector in India. It’s a great opportunity for us to assist iMerit in achieving its vision through strategic and insights-driven communication,” commented Pitchfork Partners co-founder Jaideep Shergill.
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.”
