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RepIndia bags digital and creative mandate for Sleepwell
Mumbai: Sheela Foam Ltd’s consumer-facing brand Sleepwell has announced the appointment of the independent agency RepIndia as its mainline agency for brand communication for all brands and categories under the Sleepwell brand umbrella.
With its new approach of digital-first consumer communication, Sleepwell has entrusted RepIndia with its creative and digital portfolios driving its consumer marketing initiatives in online and offline channels, said the brand in a statement. “As part of its responsibilities, the agency will partner with the brand’s growth through innovative and disruptive marketing and communication strategies,” it added.
“The Sheela Foam Group on its journey to becoming a multinational & Sleepwell with its pan India presence has embarked on a journey to redefine the consumer journey of discovery, trial, buying and post-purchase services in an experiential manner led by a digital transformation,” said Sleepwell’s head of marketing Vishal Sharma. “We found RepIndia to be exactly the right fit and a partner with the right mindset that will help us translate our strategy and vision into this new reality for our consumers. We, in particular, love the team’s young energy and fresh original approach to our business and this partnership shall certainly propel both companies to create a winning formula for the consumers.”
“Sleepwell is undoubtedly one of the biggest brand success stories of our time. It is, therefore, an honour to now be associated with them and help unfold & partner the next level of consumer experience journey that they have embarked upon,” stated RepIndia AVP for strategy and business Nikhil Kashyap. “The team is super excited for this big win, and we are looking forward to connecting with the audience on a deeper level through a blend of clutter-breaking strategy and creativity.”
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.”
