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Orchard Advertising wins communications mandate of amanté
MUMBAI: MAS Holdings, Sri Lanka-based intimate apparel manufacturer, has assigned its brand communications mandate to Orchard Advertising for its lingerie brand – amanté.
Launched exclusively in India in the fall of 2007, amanté is Sri Lanka’s very first international lingerie brand, offering elegance, comfort and value to the modern Asian woman. The brand embodies over two decades of excellence held by MAS Holdings in lingerie manufacturing.
MAS Brands CEO Niranjan Wijesekera said, “The premium lingerie sector is poised for explosive growth in the next five years. You can expect amanté to be right there at the top. We expect our association with Orchard to be a big factor in our success.”
Orchard Advertising south VP Neha Contractor added, “It’s a matter of great pride to be associated with a brand of this stature. Our endeavor will be to ally with the client and take Amanté to its rightful position of being an iconic brand.”
MAS Holdings also supplies products to Victoria’s Secret, Marks & Spencer and GAP and amanté has enjoyed considerable success since its launch in India in 2007. Catering to the mid to upper segment lingerie market, Amanté is positioned as a premium offering and is fast progressing towards its stated objective of being a brand of choice for young women in the metros.
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.”
