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Liqvd Asia bags social media mandate for Parle’s confectionery brands
Mumbai: Liqvd Asia has bagged the social media mandate for Parle’s confectionery brands, under Parle Products, one of India’s leading FMCG companies. The agency will handle digital communications for confectionery brands Melody, Kismi, Mango Bite, 2 in 1 Eclairs, Poppins and Rol-a-Cola among others.
As part of its responsibilities, Liqvd Asia will focus on the brand’s growth by creating relevant engagement opportunities and immersive interactions with teenagers and kids in India. “While Parle confectionery’s products are iconic and memorable for millennials and gen X, the audience that represents gen Z and gen alpha lacks the same affinity with the Parle brand and its offerings,” said the statement.
“Everyone loves candies. There are so many candies and toffees in the market but some of them are not simply products, they are a part of our life, and we remember some of our best times whenever we eat them or see them in a store,” said Liqvd Asia managing director Arnab Mitra. “Parle’s iconic candies will make you feel nostalgic and we want the next generation to also experience the magic of their range. We are pleased to be handling their digital mandate. Parle Products has, over the years, experimented, innovated and stayed ahead of the curve. India’s packaged food industry is poised for significant growth. This is a great time for us to be partnering with them.”
“We were looking for an agency that is not just future-facing, but also future-first and has a significant and deep impact on the business of marketing communications in India,” commented Parle Products senior category head – marketing Krishnarao Buddha. “Liqvd Asia understands the pulse of Indian consumers. Their passion for the job, innovative thinking and strong play in consumer insights, digital, technology and content make them the right partner for us. We look forward to a long and fulfilling partnership with them.”
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.”
