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Tata Studi signs up Mullen Lintas as creative & strategic partner
Mumbai: Tata Studi, a part of edtech company Tata ClassEdge, has awarded its brand and creative communications mandate to Mullen Lintas Mumbai following a multi-agency pitch. The agency will craft the creative strategy for the launch of Tata ClassEdge’s learning app, Tata Studi.
“With the accelerated boom that we’ve witnessed in edtech category, especially during the last two years, we are more than aware of the problems children have been facing porting to this new ‘Study-from-home’ culture,” said Mullen Lintas CEO Hari Krishnan. “Most parents are perplexed about the role they must play when it comes to supporting and guiding their children with their studies and that is where Tata Studi comes in. With a scientifically developed platform, tools and modules, Tata Studi helps a child take control of their studies by helping them plan better.”
Tata Studi comes from Tata ClassEdge which has a presence in over 2,000 progressive schools across various states in India. While the focus of Tata ClassEdge was to enhance the art of teaching, Studi is founded on the science of learning – a highly effective learning method recommended by learning scientists, said the brand in a press release.
“Tata Studi is an education product based on principles of ‘Science of Learning.’ We want children to plan their studies and learn for understanding so that they can use their learning in real life,” said Tata ClassEdge B2C chief Sachin Torne, commenting on partnering with Mullen Lintas. “Planning for any activity helps reduce pressure and it is true even for studying. Lintas impressed us with their knowledge of the edtech segment and their creativity in understanding our value proposition accurately. We welcome Mullen Lintas as our brand partners for Tata Studi.”
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.”
