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Shop CJ seeks better consumer engagement, appoints Publicis
MUMBAI: Television Shopping Network Shop CJ has appointed Publicis as the advertising agency following a multi-agency pitch. Publicis India will work on the strategy and creative deliverables of Shop CJ spearheading the next phase of growth for the brand.
Confirming the news, Shop CJ COO Dhruva Chandrie said, “The market environment today requires Shop CJ to collaborate with the best agencies and engage with consumers 24/7 through all relevant touch points. Publicis in its commitment to bold, brave ideas, brought on table their years of experience in the allied sector and business. Their global capabilities in advertising and digital media make them uniquely equipped to bring innovative, integrated solutions to what we’re trying to achieve.”
Publicis Ambience COO Paritosh Srivastava added, “CJ is already on a terrific growth trajectory. Our task is to help them hit escape velocity even faster. We are offering them an integrated solution across mainline, digital and PR leveraging the Publicis Power of One to deliver their India ambitions.”
The company, being one of the pioneers in the home shopping industry with an expertise that spans across 10 countries and a revenue of more than USD 5 billion worldwide, is now focusing on strengthening the brand and increasing regional penetration with a complete overhaul of its business and communication strategy.
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.”
