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Licious names Tilt Brand Solutions as Integrated Brand & Communications Agency on Record
Mumbai : Delightful Gourmet Private Limited has appointed Mumbai based brand & communications consultancy, Tilt Brand Solutions as their strategic, creative and digital “Agency on Record” for its brand, Licious.
The brand started its journey five years ago and continues to cater the meat and seafood lovers across the country.
Licious, vice president – brands and new ventures, Simeran Bhasin said it is imperative for the brand to collaborate with the right partners who are not just experts in the field but also mirror the brand credo. “The TILT team has an intuitive feel & passion for meat; one that matched Licious’ own. It was based on this synergy that Licious first chose to work with them on the now current ‘Nakhra’ campaign. Our fantastic experience of working with the team through this project made it a no-brainer for us to explore, evaluate and finally close out a full scope AOR relationship covering brand & communication strategy and solutioning across platforms, formats and media,” she said.
Highlighting the overall vision, Tilt Brand Solutions chief business officer, Rajiv Chatterjee said the brand and team is passionate about wanting to change the way Indians purchase and consume meat and seafood. “The amount of work that has gone in over the last five years in the areas of quality and fulfillment is truly exemplary. And despite that, we believe that this journey has only begun. We are convinced in Licious’ rightful ambition to continue to lead and grow this category, as also in our ability to bring to bear on this journey, our competencies in data-led insighting, culture understanding, impactful storytelling and digital marketing & amplification,” he added.
Tilt Brand Solutions chief strategy officer, Paul Dueman said, “We have only started to scratch the surface in this highly cohortized category, and we are extremely excited to partner with this passionate bunch in successfully changing each cohort’s purchase behaviour and make Licious a household name for years to follow.”
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.”
