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Lowe Lintas to ‘create’ Cargill oils utility
MUMBAI: Cargill Foods India has announced Lowe Lintas Delhi (part of the Mullen Lowe Lintas Group) as it creative agency.
The pitch was announced for Cargill Foods India’s brands such as Leonardo range of olive oils, Nature Fresh range of edible oils, Nature Fresh Sampoorna Chakki Atta, Sweekar Refined Sunflower Oil, Gemini Refined Cooking Oil, Sunflower Vanaspati and Rath Vanaspati.
Of the 11 agencies, Lowe Lintas remarkably portrayed their experience and understanding in managing a regional leading brand as well as a global premium olive oil brand. The agency brought it alive in the form of creative advertising ideas and communication.
On this new journey Cargill Foods India chief marketing officer Neelima Burra said, “Edible Oil is a highly fragmented and regionalised market. Cargill India follows multi-brand approach & micro-marketing strategy to win in the marketplace. The proposed by Lowe Lintas were in complete sync with the ethos of the brands which were pitched for.”
Lowe Lintas Delhi president Naveen Gaur said, “At Lowe, we have a tradition of building brands which not only enjoy mass support but also become a part of everyday conversation. And that’s exactly been the crux of our conversations with Cargill.”
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.”
