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Mullen Lintas wins creative mandate for Vistara
MUMBAI:Vistara — a joint venture between Tata Sons and Singapore Airlines (SIA) – has appointed Mullen Lintas to manage its communication mandate, after conducting a multi-agency pitch. Mullen Lintas was hired for its understanding of the brand aspiration, sharp articulation of the brand’s positioning combined with a fresh and buoyant creative idea.
Commenting on the appointment of Mullen Lintas as its creative agency, Tata SIA Airlines marketing VP Kishore Mardikar said, “We’ve managed to make a significant impact with discerning airline passengers since we launched operations more than a year ago. The aim now is to push the envelope and establish benchmarks that would make us not only the best airline in India, but also amongst the best in the world, and to effectively communicate who we are and what we stand for to the world. With able support from our creative partner Mullen Lintas, we are confident of scaling and communicating the stated objective in a manner that will be visible to and appreciated by all.”
On being chosen to handle the brand communication mandate for the airline, Mullen Lintas CCO and chairman Amer Jaleel added, “Our run with new business in 2016 is encouraging with the Vistara win. What makes it sweeter is that we won it in an intense contest against a dozen agencies. Adding another Tata Group company to our portfolio is a special feeling, and made even more special with the storied history of their partner Singapore Airlines. Vistara’s product offering is like a breath of fresh air. Our work resonated with the brand’s vision of making people look forward to flying once again.”
Highlighting the uniqueness that a brand like Vistara brings along, Mullen Lintas CEO Virat Tandon said, “Creating identity for a brand such as Vistara, is a once in a lifetime opportunity. Every flyer can vouch that Vistara has brought back the joy in air travel. The strength of Vistara is its unique value proposition and its parentage that makes it a world-class airline. Our job is to create its brand identity around Vistara’s philosophy of seamless service, innovation and personalisation and to communicate to the masses that it is an airline brand that will be sought after by the discerning flier.”
Tasked with the mandate to develop a national communication campaign for the airline, Mullen Lintas has unveiled its inaugural campaign that highlights the uniqueness of flying in Vistara and the many benefits that it has in store for customers. Moreover, to drive forward its message of being the carrier of choice for its customers, Vistara has appointed Deepika Padukone as the brand ambassador for the inaugural brand campaign. With her innate style & charm, Deepika Padukone essays a very intimate and personal portrayal that discovers the wondrous child in her as she savours the pleasure and magic of flying with Vistara.
The multi-media campaign spans the traditional TVC route and will be backed with rapid bursts on digital platforms like Facebook & Youtube. In fact as a precursor to the launch of the campaign, Vistara unveiled a short 15 second teaser film on its Facebook page that invited customers to guess which celebrity feels like a child by flying in their airline. The response has been over-whelming with the video receiving more than 2.5 lakh views and significant number of comments from the users.
The main TVC that has been launched shows Deepika Padukone walking her way to the airline. As she takes the epic walk, the inner child in her takes over and she begins relishing every moment of her journey in Vistara. From her innocuous behavior upon getting a seat of choice in the flight to the premier facilities that are offered to her and also the courteous behavior of the airline staff, she regales every small moment in child-like fashion and doesn’t want her journey to end. She sums up her journey by exclaiming: flying just feels new again in Vistara, and looking forward to flying again is in itself a new feeling.
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.”
