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Leo Burnett crafts ad campaign for Craftsvilla celebrating Indian women
MUMBAI: Online ethnic store Craftvilla has launched an integrated campaign that will help the brand make inroads into India’s e-commerce business with its specialist offering of ethnic apparels and products.
Conceptualised and executed by Leo Burnett India, the campaign puts Indian women at the centre and demonstrates how stunning they look with Craftsvilla’s range of ethnic collection.
Directed by fashion photographer Bharat Sikka, the film features models like Kanishta Dhankar, Smita Lasrado, Katheleno Kenze, Nidhi Sunil, and Monica Thomas in a truly Indian avatar. The track Aaj Jane Ki Zidd Na Karo written by poet Fayyaz Hashmi and sung by Pakistani classical singer Farida Khanum, plays in the background.
Craftsvilla managing director Manoj Gupta said, “Craftsvilla offers more than two million ethnic products through 20,000 registered artisans and designers. We are one of the fastest growing top five e-commerce company in India right now. We believe we have an uncommon journey compared to other e-commerce companies and we were looking to bring that unique Craftsvilla ethos out through an uncommon creative. We believe this creative will not only be talked about in India but globally as one of the best in the world. We are fortunate to have partnered with Leo Burnett and Bharat Sikka who have put their heart in to build something so beautiful the world will remember.”
Leo Burnett India chief creative officer Raj Deepak Das added, “The strongest measure of chemistry between two strangers is when it is devoid of words. A glimpse, a smile or even an eye-contact can sometimes create a memory for a lifetime. We used this ladder for Craftsvilla.com, India’s largest ethnic online store. In the process trying to make ethnic cool. The soundtrack Aaj Jane Ki Zidd Na Karo lifts the overall mood of the campaign and lends a feeling of grace to it.”
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.”
