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Tonic Worldwide bags digital creative mandate for So Good
Mumbai: Following a competitive multi-agency pitch, digital-first creative agency Tonic Worldwide has bagged the digital creative mandate for So-Good. So Good is a plant-based beverage brand that falls under the Life Health Foods cluster.
As part of the mandate, Tonic Worldwide will be working towards building the brand’s integrated digital creative strategy, said the statement. The account will be handled out of the agency’s Mumbai office, it added.
“By collaborating with Tonic Worldwide, the So Good brand wants to establish its leadership position in the plant-based category,” said Life Health Foods India general manager Rohit Bhagat. “We feel there is a synergy in the innovative approach of our brand that resonates with the fresh approach that Tonic Worldwide has towards creating a consumer-centric brand with their strategic thinking.”
“I am confident that together with Tonic Worldwide, we will be able to build a brand that carves out a niche in the consumer’s mind, a healthy, ‘So Good’ option of a beverage,” he further said.
“This is a passion category for us, and it’s exciting to be a part of the brand journey when there is an opportunity for category expansion,” stated Tonic Worldwide co-founder and chief strategy officer Unmisha Bhatt. “Growing a plant-based beverage brand in a country where dairy is a staple is not only challenging but gives us an opportunity to do some exciting things that disrupt the market. What we aim to do is give people more and more reasons to consume the product and increase the versatility and scope of usage beyond the niche.”
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.”
