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India Gate: Lowe Lintas & LinTeractive Delhi pocket mandate of rice brand
MUMBAI: MullenLowe Lintas Group has been mandated to offer its creative and digital services to India Gate basmati rice. While Lowe Lintas Delhi will handle the creative services for the brand, LinTeractive will work towards offering core digital capabilities.
India Gate is a part of KRBL Limited, which is a 120-year-old firm dealing in branded basmati rice. What makes KRBL stand apart is that it is the only company with one of the largest, fully integrated rice mill in the world.
KRBL marketing head Ayush Gupta said: “Our decision was based on the agency’s reputation for delivering the highest ROI to its clients with their creative effectiveness and problem-solving attitude.”
Lowe Lintas Delhi president Naveen Gaur said: “We are excited with the core idea that we have drawn up for the brand and hope to see it scale even greater heights going forward.” “We believe it’s a great opportunity to use content as a key differentiator to deliver consistent engagement in today’s ever trending digital media environment,” added LinTeractive EVP Sumanta Ganguly
The communication work for the brand is already under way and would be unveiled across all popular online and offline platforms soon.
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.”
