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Tata AIG General Insurance assigns creative mandate to Wondrlab
Mumbai: Tata AIG General Insurance has assigned its integrated creative mandate to Wondrlab, a homegrown platform-first martech startup. Wondrlab content platform will manage the business out of Mumbai.
“We are confident about the category knowledge and the creative acumen that Wondrlab exhibits in understanding the evolving needs and preferences of our customers,” stated Tata AIG General Insurance consumer business president Parag Ved. “Through their optimum mix of creativity and extensive understanding of how brands are perceived, we are looking forward to a long-term partnership with them to further strengthen our portfolio in the market.”
According to a statement, the mandate is to conceptualise and execute a robust brand strategy framework and innovative campaigns for Tata AIG.
“The pandemic has made insurance even more important than ever before. This is a crucial time for the insurance category, bringing innumerable opportunities to make the space a positive, welcoming one for consumers,” said Wondrlab content platform co-founder and managing partner Rakesh Hinduja. “We hope to effectively connect with consumers across the journey and help create a conversation around the brand and strategically achieve category penetration.”
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.”
