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MindShift Interactive starts the year with a high
MUMBAI: MindShift Interactive has bagged the digital mandate for Za, a premium skincare and makeup brand launched in India in 2014 by the Japanese beauty major Shiseido.
MindShift Interactive which specialises in crafting social media strategies through a data centric approach and using its expertise within the luxury and lifestyle market, will carry the complete digital mandate for Za – crafting social media marketing campaigns, conducting digital research audits, driving media planning and buying, carrying out influencer marketing programs, along with leveraging the brand through technological advancements across multiple mediums. Gaining insight on the women of today and the positioning of the brand, MindShift Interactive will digitally target the brand’s overarching consumers – Indian Metropolitan women.
MindShift Interactive CEO Zafar Rais said, “We are excited to extend the right digital solutions to Za. We intend to scale the brand in India through our insights on the beauty and lifestyle industry, and give it outreach through innovations and a seamless digital and offline connect that promises to build upon a group of evangelists for the brand.”
Shiseido India marketing director Salman Z. Bukhari added, “We are delighted to have MindShift Interactive on board as our digital partners. The agency’s fresh and engaging approach will surely resonate with the Za women in India. We have made a conscious effort to grow our brand’s presence through this medium and speak the language of Urban Metropolitan women, MindShift Interactive’ s expertise will help realize this vision”
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.”
