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Mullen Lintas wins creative mandate of Zee Media
MUMBAI: Zee Media Corporation Ltd has appointed Mullen Lintas as its creative agency. The win is an outcome of a hard-fought multi-agency pitch involving industry heavyweights and client’s rostered agencies. The agency’s mandate is for Zee News, along with other channels including ZEE Business, ZEE Hindustan, ZEE 24 Ghanta, ZEE 24 Taas, ZEE 24 Kalak and Zee Digital.
Commenting on the win, Mullen Lintas CEO Vikas Mehta said, “With its tremendous reach and following, Zee Media is a powerhouse that informs India, in its several native languages. This quality mandates the brand to speak from a point of authenticity, which is way ahead of several media houses. We are delighted to be named their partners in shaping this brand, and starting this journey in a milestone year where India goes to vote. We aim to bring the best of our challenger thinking to help Zee Media, build a lasting bond with their audiences.”
Zee Media marketing head Sujeet Mishra said, “Zee media is the strongest news network in India with multiple channels offering news across the country including vernacular. News viewers have shown great content affinity for Zee. The task at hand is to take the brand story forward and allow zee media brands to lead a new thinking.” He further elaborates, “the most striking elements about Mullen Lintas’ pitch was its ability to get the task articulated very clearly. In a multi-agency pitch process, the strategic and creative illustration of the challenge was very convincing. And we decided to partner with Mullen Lintas.”
Sharing his thoughts about the win Mullen Lintas president Syed Amjad Ali said, “It was an exciting brief to crack. We breathe news, breaking news, biased news, fake news, divisive news, etc. News talks to us from within, and has become part of our sub-conscious. And each one of us at Mullen are designed like that. We leveraged this collective thinking and put it to use for Zee Media. Quite natural for us to find a meaning for Zee which resonated with them."
The business will be handled by the Delhi (NCR) offices of Mullen Lintas where a multi-disciplinary team has been devoted to develop the brand footprint.
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.”
