Account
Old Spice India appoints Kinnect to handle digital creative mandate
NEW DELHI: Old Spice India, the quintessential men’s grooming brand by Procter & Gamble, has appointed Kinnect to handle its digital creative mandate. The account was won following a multi-agency pitch and will be operated out of the agency’s Mumbai office.
The mandate shoulders Kinnect with the responsibility of carving a social media roadmap for the brand in India. This will include strategic positioning, content creation, and re-launching the brand on digital platforms. The agency will be responsible for driving the brand’s digital strategy and creative efforts.
With more than 80 years as an American icon, Old Spice is the authority on the male grooming experience. Known for its iconic nautical theme, the fragrance of the classic aftershave, the brand believes that everything is possible when you smell like Old Spice. In other words, the scent is all you need to create some magic. With this stand, the brand has now launched six new magical deodorants in the 0 per cent gas category for Indian consumers.
Kinnect CEO Rohan Mehta said, “Known for a slew of highly recognisable, entertaining, and popular marketing campaigns, Old Spice is an iconic brand. We at Kinnect are excited to further this legacy by centring on experimentation and developing a communication targeted at the millennial audience. We aim to cut through the noise and stand out by creating a digital identity for Old Spice that’s relevant, unique, and effectively represents the brand voice.”
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.”
