Account
Publicis Beehive bags creative mandate of Balaji Wafers
MUMBAI: Publicis Beehive, the full-service ad agency from Publicis India, has won the creative mandate of established snacks and namkeen player, Balaji Wafers. The account was won via a thickly contested multi-agency pitch, where the client found favour with the idea put forth by Publicis Beehive.
To be handled out of the Mumbai office, Publicis Beehive will strategise and execute forward-thinking communication for the brand while establishing its legacy as a trusted and leading snacks player in the Indian market.
Flagging off the partnership, Publicis Beehive has launched an integrated ad campaign led largely by a series of TVCs that show how Balaji Wafers is uniquely positioned in the marketplace and is the favourite choice of the consumers. The campaign would be launched across major traditional avenues including television, print, outdoor, radio, and digital. The brand will initially launch two films currently, while the third film will be launched at a later date.
Link: https://we.tl/t-yf8lADYr7S
Commenting on the news, Balaji Wafers Pvt Ltd director Keyur Virani said, “Publicis Beehive got the insight on the brand and value proposition spot on. The creative execution of their thinking was disruptive too. Subtle humour in the category of wafers and snacks is so difficult to achieve and we were pleasantly surprised to see how easily they married this style of storytelling.”
Sharing his views on the brand thought and execution, Publicis Beehive COO Paritosh Srivastava said, “Balaji Wafers is a trusted name in the snacks and namkeen category and we are delighted to have them partner us as they embark on a quest to become a household name across India. The key insight was to play on the one factor that sets the brand aside from the others – less air and more wafers. What better way than to relate it to real life instances. We are excited with the inaugural brand campaign and are positive that it will connect innately with the consumers at large.”
With brand loyalty as the underlying theme, the campaign reveals the unique features of the product and how it is distinctly positioned in the marketplace. With its key proposition of ‘Kam Hawa, Zyaada Wafers’, the campaign explores unique real-life situations where we often come across people who love putting up a superficial act, all to draw some undue attention of others around them. That’s where Balaji Wafers comes in to remind them that it’s important to not revel in a superficial world but rather live in a real world where only the truth matters.
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.”
