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Mirum India bags marketing automation mandate for GRT Jewellers
Mumbai: Digital solutions agency and a part of the WPP Group, Mirum India has won the marketing automation mandate for homegrown jewellery brand – G R Thanga Maligai, popularly known as GRT Jewellers.
In recent years, GRT Jewellers’ growing customer base and expansion of their retail outlets have made it crucial for the brand to choose a technology platform that can add value to its six decades-long legacy. To accomplish this, Mirum India, a Salesforce Crest Consulting Partner, has been onboarded and they will be responsible for implementing multiple products under the salesforce marketing cloud stack, the agency said.
GRT Jewellers managing director G R Ananthapadmanabhan congratulated Mirum on the partnership and said, “At GRT Jewellers, we have built deep relationships with our customers that span over decades and generations. We believe that Mirum’s expertise and platform understanding will help us further in creating richer experiences for all our customers.”
“GRT currently has millions of satisfied customers across the globe and this partnership in Marketing automation will go a long way in further enhancing the customer satisfaction,” said GRT Jewellers managing director G R Radhakrishnan.
Mirum India joint CEO Hareesh Tibrewala said, “As a consumer-centric brand, GRT Jewellers wants to engage with their consumer base using relevant, contextual, and personalized communication across all digital channels, such as email, SMS, social channels, mobile, etc. Mirum is very excited to work with one of the most trusted jewellery brands in the country. With our experience of over a decade and successfully implementing 120+ marketing cloud stack projects, we are confident of delivering the best-in-class and integrated solution for GRT Jewellers.”
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.”
