Account
Jar mandates Initiative Media as its media AOR
Mumbai: Homegrown savings and investment app Jar has onboarded Initiative Media, the full-service media arm of Mediabrands India as its media agency on record, following a multi-agency pitch. The account will be managed by the agency’s Bengaluru office, with a focus on both digital and offline media duties.
Jar aspires to carve out a unique niche and hold a substantial market value in the fintech space, said the platform in a statement. “Initiative Media is tasked with positioning the brand as the ultimate savings platform in the fintech category,” it added.
“We are joyous to share that Initiative will be Jar’s media agency. Together, we are on a mission to reach the corners of the country to become ‘har ghar ka Jar’,” said Jar co-founder and CEO Nishchay AG. “In the last few years, Indians’ rate of saving has declined drastically. The pandemic was an added factor. The fintech space is what we need to adapt to at the moment. With this partnership, we aim to expand on a wider prism and reach our customers to convey the importance of saving to common Indians.”
While Jar is currently using digital gold that is backed by physical gold of the same amount as its financial instrument, they aim to broaden their offerings and explore additional investment avenues to expand its user base, according to the company.
Talking about the association, Initiative EVP – South Priya Iyer said, “We see great potential in Jar’s educated approach towards daily savings and intend on taking it to a larger audience by elevating its brand story. Its revolutionary approach coupled with our seasoned expertise in dealing with new-age clients will surely make this journey a combined success.”
“I am confident that our proven capabilities for building client-centric prospects in the technology domain, will help Jar achieve its desired business outcomes and open further growth avenues,” added Initiative CEO Vaishali Verma.
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.”
