Account
Lodestar UM bags Duroflex media mandate
MUMBAI: Following a multi-agency pitch, Lodestar UM has bagged the media duties of premium mattress brand Duroflex. The account will be serviced out of the agency’s Bangalore office.
The 50-year-old brand that started with a small manufacturing plant along the quiet canal at Alleppey, Kerala, is a leading enterprise today with the most modern manufacturing processes in Kerala, Tamil Nadu, Telangana State and Maharashtra. The company is currently investing heavily in its second phase of growth that encompasses aggressive retail expansion and new line of products.
Duroflex director marketing Mathew Joseph said, “We were impressed by their planning strength and their quick understanding of our marketing task, a flexible and collaborative approach in developing a plan that meets our needs and priorities.”
He further added, “We look forward to Lodestar UM partner us on our new phase of growth journey.
“Consumers are increasingly getting more aware of the fact that good sleep pattern can lead to several health benefits. A good night’s sleep is essential for productivity, overall energy, and physical and mental agility. As a company Duroflex understands this and is a pioneer in offering newer technologies to the consumers. We are extremely proud to partner them in their next phase of growth,” said Lodestar UM COO 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.”
