Account
Madison Media appointed as media AOR for Medlife
MUMBAI: Madison Media has been appointed as the Media AOR for Medlife—one of India’s largest e-health platforms. The account was won in a multi-agency pitch and will be handled by the agency’s Bangalore office – Madison Media Omega.
Earlier this year, Medlife.com had handed over its creative mandate to Lowe Lintas Bangalore, which was earlier being handled by Soho Square.
Commenting on the win Madison Media & OOH partner and Group CEO Vikram Sakhuja said, “Treatment of illnesses, especially those that are chronic in nature, takes its toll on all of the patient’s resources. MedLife through its online pharmacy, consultations, path testing, etc., liberates the life of the Patient. We see this as a category that is at the tipping point of explosive growth. It is super exciting to partner MedLife on this journey.”
Madison Media Omega chief operating officer Dineshsingh Rathod said, “We are excited to have Medlife on board and are looking forward to a long and mutually rewarding partnership.”
Medlife chief marketing officer Meera Iyer noted, “We believe Madison has the data-driven approach that is required in today’s fragmented media landscape in reaching out to our customers. This partnership with Madison will definitely be a positive one and we look forward to strengthening our position as India’s largest e-health platform further.”
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.”
