Account
Mindshare, Kinetic Worldwide bag ‘Make in India’ media mandate
MUMBAI: Mindshare has bagged the media mandate for the ‘Make in India’ initiative, along with WPP’s Kinetic Worldwide.
Both Mindshare and Kinetic Worldwide have been signed on for a period of three years. The ‘Make in India’ campaign is an initiative by the government of India, which aims to encourage manufacturing within the country and promote India as an investment destination.
The agencies will look into the media planning, strategies and media audits for this campaign while the Department of Industrial Policy & Promotion (DIPP) will buy media in India and overseas directly through the Directorate of Advertising and Visual Publicity (DAVP).
Mindshare South Asia CEO Prasanth Kumar said, “It’s a privilege to be working with the government of India and we will be pulling in our collective experiences from all counterparts to deliver value on this campaign.”
The DIPP campaign is likely to tap into other regions like South Africa, Middle Europe, the US and Africa in the near future.
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.”
