Account
Triton wins Alliance Tire Group account in global pitch
MUMBAI: Triton Communications has been awarded the brand strategy and creative mandate for ATG (Alliance Tire Group).
ATG executive vice president – marketing Harshawardhan Honmode said, “We have a vision to be amongst the top three global players in the off-highway tire market focused on agriculture, forestry and construction. We looked out for a partner to build our mother brand and the individual brands in sync with our vision and forte. After reviewing the presentations of various agencies, we decided to go ahead with Triton Communications.”
Triton Communications executive director Ashish Medhekar added, “We are proud to have won the business on the basis of our work amidst a fiercely contested pitch. Whilst Make In India is the latest buzz, ATG is a brand that epitomizes this philosophy. We are confident in partnering ATG achieve their objectives look forward to a long and rewarding association.”
The pitch process that lasted around two months featured some of the leading agencies.
Across six continents in over 120 countries, ATG is a leading entity in the Off-Highway Tires (OHT) category. It constitutes three brands – Alliance, Galaxy and Primex. These brands were brought together under the ATG umbrella in a phased manner, from 2007. ATG achieved a global turnover in excess of $550 million in the year 2014.
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.”
