Account
Mullen Lintas wins creative duties for ITC’s Fabelle
Mumbai: ITC’s luxury brand of handcrafted chocolate creations Fabelle has awarded its creative mandate to Mullen Lintas. The agency will help the brand shift the perception of Fabelle from luxury chocolates to ‘unparalleled, distinguished chocolate experiences.’ Mullen Lintas’ Bangalore office will lead the account.
“Fabelle is on a journey to change the way Indians experience chocolates with our one-of-a-kind multi-sensorial indulgences. With Mullen Lintas’s strong hold in strategic thinking and creative acumen, we look forward to strengthening our journey in the chocolate segment. With this partnership we aim to redefine chocolate category codes, “ said ITC chief operating officer – chocolates, confectionary, coffee and new categories – food division Anuj Rustagi.
Over the past few years, while India has seen consumers buying chocolates for everyday consumption rather than just special occasions, the market for premium chocolates is also growing – the emergence of multiple players in the premium chocolate space being one of the key indicators. India’s chocolate market, valued at $1.9 billion in 2020, represents one of the fastest-growing chocolate markets in the world. A study done by IMARC Group pegs the market growth at a CAGR of 11.3 per cent during 2021-2026, according to the brand.
Mullen Lintas CEO Hari Krishnan said, “We are delighted to get an opportunity to partner ITC Foods & Fabelle. Fabelle is a multi-sensorial, luxuriant, indulgence. Our challenge is to bring alive a whole new experience in indulgence for Fabelle. We were able to demonstrate an in depth understanding of the consumer behaviour in the luxury category and the creative strategy & expressions were focused on redefining desire & indulgence. We look forward to crafting new stories for Fabelle.”
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.”
