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Sony Yay appoints Beanstalk Asia as creative agency
MUMBAI: Sony Pictures Networks’ kids’ channel Sony Yay has appointed Beanstalk Asia as its creative agency. The company was handed over the mandate after a competitive multi-agency pitch that saw participation from leading agencies across India.
Commenting on the association Sony Pictures Networks India, Kids Genre Business Head Leena Lele Dutta said, “At Sony Yay, it’s important for us to get partners on-board who are aligned to our vision and work closely with us every step of the way helping us achieve our goals. We are delighted to have Beanstalk Asia on board as our creative partner. They successfully ticked off all our requirements and effectively integrated the brand proposition in every idea they showcased. We are looking forward to this journey with Beanstalk Asia, which promises to be filled with creativity and fun.”
Beanstalk Asia will provide strategic and creative inputs to the channel’s communication avenues, reiterating its position as the ultimate destination of happiness on television for children. Aligning their expertise to the channel’s core ethos, Beanstalk Asia promises to bring ingenious thoughts and unparalleled creativity to Sony Yay’s robust campaign line up.
Beanstalk Asia founder and director Upendra Singh Thakur said, “Beanstalk Asia is excited to partner Sony Yay, which is best positioned to capture the minds of kids with their delightful mix of original desi shows. We bring to the table an in-depth understanding and extensive experience to create impactful advertising in the children’s television segment. At Beanstalk Asia we follow rigours to arrive at a consumer behavior insight and thereafter sync this insight strategically with the brand requirements to create tailor-made solutions. And most importantly, if you add child-like enthusiasm and dollops of madness, you are bound to make a big impression in the world of kids.”
With Beanstalk Asia on board, the channel aims to up the ante on creativity and uniqueness, and present ideas that celebrate happiness in every possible way.
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.”
