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Initiative India to handle media duties of Unacademy
MUMBAI: Initiative India, the media agency of IPG Mediabrands India has bagged the media duties of Bengaluru-based ed-tech startup Unacademy. The agency won the business following a competitive pitch process and the business will be handled by the agency’s Bangalore office.
Talking about the win, Initiative India CEO Vaishali Verma said, “The education technology industry in current times is not just a content provider but curator and hence plays a pivotal role in nation building. Unacademy is gearing up for an aggressive marketing plan, starting with its upcoming ATL campaign, which will pave the way to an always on communication strategy for TV and mainstream media. We are aligned on the goals, and are confident of taking the brand to the next phase of growth with our strategic and customised solutions.”
Unacademy is an education technology platform founded in 2015. It is India’s largest learning platform that brings expert educators together with millions of students in need of quality education. With a growing network of 10,000 registered educators and 13 million learners, Unacademy is changing the way India learns. The Unacademy group consists of Unacademy, Unacademy Plus, Wifistudy, Chamomile Tea with Toppers, Unacademy Studios. The platform currently has more than 10,000 registered educators and 13 million learners.
Leveraging the power of technology, Unacademy aims at making best-in-class educational facilities accessible online, without any financial or geographic barriers.
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.”
