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L&K Saatchi & Saatchi wins integrated mandate of Relaxo Flite
Mumbai: Utility footwear major, Relaxo has roped in L&K Saatchi & Saatchi to manage the entire integrated mandate of its brand, Flite.
As its AoR, L&K Saatchi & Saatchi will be responsible for repositioning the brand, develop consumer focussed brand communication campaigns that will be extended on to digital platforms, while also developing always-on content for the brand throughout the year. The media mandate also includes both mainline and digital.
Relaxo Footwears’ executive director Gaurav Dua expressed his contentment on this new development and said, “We are glad to have L&K Saatchi & Saatchi on board as our communication partner. In our initial conversations with them, there was a complete alignment on the brand’s vision and their approach to it. I am very optimistic of this alliance and can foresee the brand getting the right launchpad for the future.”
Highlighting the novelty factor behind the win, L&K Saatchi & Saatchi, managing director, Paritosh Srivastava said, “Flite, one of the biggest brands in the Relaxo portfolio, has done a tremendous job of creating a segment of its own. As their business partner, our role now will be to make sure that the brand takes a new flight in the minds of the consumers and trade while achieving a growth trajectory that will propel it in a league of its own.”
L&K Saatchi & Saatchi, EVP (north and east), Atin Wahal said, the integrated win for the brand Flite across mainline, digital and media, allows the agency to demonstrate its ‘Power of One’ strengths by effectively delivering huge value on marketing spends. “We find our spirit of ‘ Nothing is impossible’ resonating with the Flite team from day one and we feel that it’s a marriage of sorts that was waiting to happen. We welcome Flite to our strong portfolio of clients in the North,” he said.
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.”
