Account
Madison Media wins Media AOR for Weikfield
NEW DELHI: Madison Media, today, announced that it has been appointed as the Media AOR for food products company, Weikfield. The account was won in a multi-agency pitch and will be handled by Madison Media Sigma. The agency will handle the entire media mandate including Print, Television, Cinema, and Outdoor. The Brand is in a Relaunch stage and is estimated to spend Rs 25 crore.
Started by three brothers in April 1956, Weikfield has been spreading sweetness among its consumers through a diverse portfolio of quality food products. Initially, the company began manufacturing and selling three products to the local markets – Custard Powder, Baking Powder and Cornflour. Over the last 60 years, Weikfield has become the largest seller of Custard Powder, Baking Powder, Cornflour and Vegetarian Jelly Crystals in India. With two state-of-the-art manufacturing units in Pune and one in Himachal Pradesh, the company aims to produce and market trusted food brands with the highest standard of international quality for consumers in the Indian and global markets.
Speaking about the partnership with Madison Media, Weikfield CEO DS Sachdeva says, “We are excited to have Madison Media team on board to handle our media mandate. The team at Madison mirrors our ambition for the brand, making them the perfect partner for us. We are confident that Madison Media with their deep experience in the category and strategic expertise in providing integrated solutions; will contribute significantly to our journey to help Weikfield become one of the most loved food brands in India. We look forward to a great association and long partnership with Madison Media.”
Says Madison Media & OOH group CEO Vikram Sakhuja, “Weikfield is a brand we have grown up with and has great legacy. It is a matter of pride and privilege for us in Madison to be entrusted with bringing renewed momentum to the brand in Media.”
Says Madison Media Sigma CEO Vanita Keswani, “Delighted to be working for India’s leading food company – Weikfield. We look forward to partner with them in the relaunch stage and create memorable campaigns along the way.”
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.”
