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Triton wins the creative mandate for Madhur Sugar
MUMBAI: Madhur Sugar, the undisputed leading sugar brand in the country, awards its creative duties to Triton Communications Pvt. Ltd. Triton, known for launching mega brands like Moov, Set Wet, Yes Bank, Fortune range of oils, Kingfisher Storm and many more. The agency will now work with Madhur Sugar to penetrate a category which is almost entirely unorganized.
Madhur Sugar, from Shree Renuka Sugars Ltd. is known for producing pure and hygienic sugar which is untouched by hand and is made from a sulphur-free process. Fast gaining popularity for its white large crystals and indubitable quality, Madhur Sugar is aiming to change purchase habits of consumers who are predominantly not aware of the harm that loose sugar can cause.
Commenting on winning the business, Triton Communication executive director Virendra Saini said, “Winning this business is a very momentous thing for us as an agency. Sugar is a very low involvement product and consumers are generally unaware about the ill effects of consuming loose sugar. In such a scenario it is quite a challenge for a brand to penetrate the market, change habits and become a household name. Our key challenge will be to convert more and more households to move from loose sugar to Madhur Sugar. All our past experience in converting commodities like oil, atta, besan etc. to brands will be useful in meeting this challenge and we are quite looking forward to it.”
Triton Communications creative head – Mumbai Jyotsna Parikh added, “It’s indeed a big win for us. We went into the pitch with some really compelling work on changing the current mindset of the consumer who is very discerning when it comes to other categories, but somehow has not paid enough attention to sugar. And the reward was really sweet. We’re looking forward to partnering with Madhur Sugar and making it the No.1 household name in sugar."
Shree Renuka Sugars Ltd Mumbai head marketing Falgun Bhatt added, “Brand Madhur is in a really sweet spot now. While it has been the undisputed no.1 sugar brand, it has further increased the lead with an over 27% growth y-o-y. With Triton Communications, the builder of many iconic brands, coming on board as a brand partner, all the blocks are falling in place for a disruptive and transformative growth. We are very excited and looking forward to a great journey ahead.”
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.”
