Account
Maxus wins media mandate for Janalakshmi Financial Services
MUMBAI: Maxus, part of GroupM has won the media mandate for Janalakshmi Financial Services (Jana). The account will be handled out of Bangalore office.
Announcing the win, Maxus and ESP Properties, GroupM’s specialised team on entertainment and sports, orchestrated its first association for Jana with the Board of Control for Cricket in India (BCCI) as an official sponsor for a period of three years. Jana will be the official financial services partner of the Indian cricket team besides grounds right, where the financial services firm would have visibility on the field. The agreement also gives Jana benefits of prominence in stadium branding and on-ground advertising for 68 matches in three years across the three formats.
Maxus South Asia managing director Kartik Sharma said, “We firmly believe in crafting unique associations for our brands to garner greater visibility. We are extremely happy for partnering with Jana and helping them sign up with BCCI as the official financial services partner of the Indian Cricket team. We are confident that this three year long deal will help build great saliency to Jana.”
Commenting on the partnership ESP Properties business head Vinit Karnik said, “We are elated to have stitched the entire deal for Janalakshmi Financial Services. Cricket is a religion in India cutting across masses and with the national team on the verge of regaining the numero uno spot in Tests, being ‘Official Sponsor’ of BCCI serves as an ideal Launchpad for the brand. We believe the partnership with BCCI for the next 3 years will help garner great visibility during India home series and establish a prominent presence for the brand in the marketplace. Besides what better way for a brand to embark on a relationship with the sport than India’s 500th Test!”
Janalakshmi Financial Services chief marketing officer Puneet Narang commented, “We welcome Maxus on board and look forward to creating unique campaigns together. Given the scale of our operations, we were looking for a property that resonates across various segments of the society. What better way than Cricket! Maxus had introduced us to this significant series, which happens to be India’s 500th test which we felt was a significant platform to commence our brand journey. Standing true to our philosophy, we went ahead and instituted an award called ‘Jana Bankable Player’ which will be given to the most bankable player who shows consistency and performance through the match as decided by the audience votes and commentators analysis. This is a metaphorical representation of how dependable Jana is as an organization to its customers as a player is to their team.”
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.”
