Account
Maybelline New York partners with Indigo Consulting for end-to-end Digital Communication and eCommerce Content Mandate
MUMBAI: As part of the mandate, Indigo Consulting will strategically manage Maybelline New York’s digital and social media campaigns and extensively support the velocity of their eCommerce efforts on the backbone of their core combination of a robust analytics operation, newly celebrated and revamped team, and their industry leading technology practice
Maybelline New York, the world’s biggest makeup brand, awards Indigo Consulting, Publicis Groupe’s Digital and Business Transformation Company, with its complete digital communication mandate. The account was won following a multi-agency pitch, and will be serviced out of Indigo Consulting’s Mumbai office.
As part of the mandate, Indigo Consulting will manage digital and social campaigns as well as any strategic requirements for the brand, including digital analytics, social media content and management, and online reputation management.
“We are really excited to have Indigo on board with us. They have been doing some great work across their various clients and we are confident that they will help us achieve our vision on the brand which is to become the #1 Make up brand in India. Looking at the shift that the industry is seeing right now and how dynamic things are especially on digital and ecommerce, to have a partner like Indigo, which has been one of the front runners in digital+tech, we are sure that we will see some great work and campaigns in the coming years.” said Vaidehi Vimadalal, General Manager, Maybelline India.
Commenting on the account win, Rajesh Ghatge, CEO, Indigo Consulting said, “The makeup category in India is on the threshold of new leadership. We are excited to partner with Maybelline in their journey to this pole position. Engagement & commerce on digital, and innovation driven by technology is gaining tremendous momentum. We are excited to get an opportunity to combine our collective capabilities across data, creativity and technology to provide Maybelline New York, with the velocity it needs to aggressively take over the Indian market. We look forward to ‘Making It Happen’”
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.”
