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Scarecrow bags creative duties of Wagh Bakri
MUMBAI: After a multi-agency pitch, Scarecrow Communications, won the creative mandate for Wagh Bakri Tea portfolio, which includes the flagship brand Wagh Bakri Tea and Good Morning Premium Tea.
The creative duties will be handled by the Mumbai office.
It can be noted that Wagh Bakri had not changed its agency in 10 years; Triton Communications was the previous incumbent agency.
Scarecrow Communications founder director Manish Bhatt said, “Wagh Bakri isn’t just any brand it’s a 122 year old tea brand. And had a special connection with Mahatma Gandhi. It has been a part of the lives of Indians for over three generations. And it is a special feeling to be associated with such a heritage brand.
Scarecrow Communications founder director Arunava Sengupta added, “Wagh Bakri is one brand which has not rested on its past laurels. Instead, they have always evolved with the times and focused on expanding its reach. We are thrilled to partner them in this exciting journey.”
Wagh Bakri executive director Parag Desai said, “It was a big move for us to call a pitch considering our aggressive plans in various markets (in India) and verticals and countries. We are India’s largest privately held packaged tea Group and intend to build our market share in the premium tea category.
The company’s marketing senior GM Yogesh Shinde added, “We felt Scarecrow had hit the right chord. Their thought process on contemporising the brand thought, creative connect, out of the box thinking and the team’s passion, made them an obvious choice. Our next campaign, which is currently under production, has been conceived by Scarecrow Communications and will be released very soon.”
Wagh Bakri Tea Group, having presence in tea business since 1892, is today the third largest packaged tea company in India with a turnover of over Rs 900 crore and over 32 million kg of tea distribution.
Scarecrow Communications, present in Mumbai and Delhi, currently handles accounts such as ITC, Emami, &Pictures, Hungama, Local Banya, Viacom, Reliance Mutual Fund, Only Vimal, among several others.
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.”
