Brands
Soframycin brings care to Lalbaugcha Raja with ‘Bhakti Aapki Care Hamari’
MUMBAI: Every year, lakhs of devotees walk barefoot, stand in long queues, and brave crowded lanes for a glimpse of Bappa at Lalbaugcha Raja. In this journey of faith, cuts, blisters, and skin discomforts often become companions.
Encube Ethicals’ trusted antiseptic brand, Soframycin, brought its purpose-driven campaign Bhakti Aapki Care Hamari to life during Ganesh Chaturthi 2025 at one of India’s most iconic and revered pandals. At a festival where faith draws millions, Soframycin stepped in to ensure that devotion could continue without interruption, by caring for the small injuries and discomforts devotees faced along the way.
This year’s initiative created a truly integrated experience, from a heartfelt campaign film shot at Lalbaugcha Raja capturing devotees’ journeys, to the on-ground distribution of over 25,000 care samples supported by Look-walker teams and a giant Soframycin inflatable, along with special product gifting for karyakartas and volunteers, and a digital layer of comic-style posts, contests, and vox pops that raised awareness about festive injuries while highlighting Soframycin’s quick healing promise.
The campaign brought Soframycin’s new message Bhakti Aapki Care Hamari alive at Lalbaug, evolving the brand from a trusted antiseptic to a cultural companion during one of India’s most cherished spiritual gatherings.
With a 1.9 milion plus digital reach and direct engagement with lakhs of devotees, the initiative amplified Soframycin’s presence while deepening its emotional connect with communities of faith.
“Ganesh Chaturthi is about devotion, community, and care. With Bhakti Aapki Care Hamari at Lalbaugcha Raja, we extended Soframycin’s promise of protection and healing directly to devotees. Seeing thousands walk barefoot with faith, and being able to provide comfort through our care kits, was truly fulfilling,” said business head – India formulations, Encube Ethicals, business head – India formulations, Dinar Mhatre.
The campaign was conceptualized and executed by BigTrunk Communications, Soframycin’s digital marketing partner. “This campaign shows how tradition and modern engagement can come together. From on-ground activations to amplification across Instagram, Facebook, and YouTube, we created a holistic experience that celebrated both devotion and care, reaching nearly 2 million people,” said BigTrunk Communications, founder & md, Bharat Subramanian .
Brands
Hyundai launches updated Ioniq 5 with 84 kWh battery, 690 km range
Priced at Rs 55.7 lakh, adds design, tech and safety upgrades.
MUMBAI: Charge it up, stretch it out, Hyundai’s latest electric upgrade is going the distance, quite literally. Hyundai Motor India Limited (HMIL) has introduced an updated version of its Ioniq 5, packing in a larger 84.0 kWh battery that delivers a claimed range of up to 690 km (ARAI-certified), marking a significant leap in everyday usability for its flagship electric SUV.
Built on Hyundai’s Electric Global Modular Platform (E-GMP), the refreshed IONIQ 5 aims to balance performance with practicality, reducing range anxiety while making long-distance electric travel more viable. The upgrade builds on a model that has already secured global recognition, including the World Car of the Year title.
The changes aren’t just under the skin. On the outside, the SUV gets a sharper, more futuristic look with redesigned front and rear bumpers, new skid plates, sporty alloy wheels, a revised rear spoiler and updated V-garnish lighting, all while retaining its signature Parametric Pixel design.
Inside, Hyundai has focused on making the experience more intuitive. The cabin now features a redesigned three-spoke steering wheel with illuminated pixel elements, dual 12.3-inch displays, and a reworked wireless charging pad integrated with physical controls for seat functions small tweaks that aim to improve day-to-day usability.
On the tech front, the IONIQ 5 gets Hyundai’s Connected Car Navigation Cockpit (ccNC), Controller Over-the-Air (C-OTA) updates, and now supports wireless Android Auto and Apple CarPlay. New additions such as Active Sound Design and in-car payment integration for EV charging reflect a push towards a more seamless, connected ownership experience. Remote immobilisation via Bluelink has also been introduced as an added security layer.
Safety sees incremental upgrades too, with features like Parking Collision-Avoidance Assist (Rear) and side parking distance warnings enhancing manoeuvrability in tight urban spaces.
The updated IONIQ 5 is available in four colour options Gravity Gold Matte, Midnight Black Pearl, Titan Grey and Optic White with an Obsidian Black interior theme.
Priced at Rs 55.7 lakh (ex-showroom), the new IONIQ 5 positions itself as a more rounded offering, less about futuristic promise, and more about making electric mobility fit seamlessly into everyday life.
