Account
Radico Khaitan Ltd onboards Motivator India as media partner
Mumbai: Indian Made Foreign Liquor (IMFL) manufacturer, Radico Khaitan Ltd (RKL) has awarded their integrated media mandate to Motivator India. Motivator, belonging to Group M set of agencies part of the WPP group, will manage the brand’s traditional and digital media duties including media strategy & planning, media investment, media activation, and content.
The account was won post a comprehensive multi-agency pitch and it will be handled from the agency’s Gurugram office.
Speaking on the win, Motivator – managing director, Mausumi Kar said, “We are delighted to partner Radico Khaitan in their journey of creating communication excellence. The category faces a fair share of restrictions in terms of advertising. Developing a consumer-centric approach that helps identify and deliver innovative media solutioning would be key to address these challenges and navigate towards success.”
Radico Khaitan Ltd, chief operating officer, Amar Sinha said, “Our focus is on further strengthening our premium products portfolio through new launches in the coming quarters. With the changing consumer behaviour and alcohol consumption pattern, it is very important to understand consumer’s inclinations towards media consumption. Motivator confidently showcased their integrated media approach putting consumer centricity in prior. We look forward to a strong and long-lasting partnership with Motivator. We hope to work on some path-breaking campaigns with them which will contribute to strengthening our brand equity in the market”.
Motivator India managing partner- North and East, Aman Kochhar said, “We are delighted with the trust Radico has placed with us to handle some of the most preferred and known brands in the Indian alco-bev industry. With the growth momentum in the industry changing and increasing cases of consumer experimentation coupled with rapid premiumization of the portfolio, we see a large enough role of communications to make Radico’s brands stand out. With our proprietary data, digital and content framework for emerging brands we see a great fit with Radico Khaitan.”
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.”
