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United International Pictures gives its media business to Mindshare
NEW DELHI: Mindshare has been given the media business of United International Pictures (UIP), a film distribution company jointly owned by Paramount and Universal.
UIP has a presence in almost 100 territories around the world.
Mindshare’s contract begins in January 2015 and covers strategy, planning, buying and analytics across all media.
According to UIP marketing manager Katrina Colobong, “‘Considering Mindshare has no background in the entertainment industry, the team presented innovative ideas and demonstrated a balance in the kind of media to be used.”
Mindshare Philippines CEO Sunitha Gopalakrishnan noted, “The United International Pictures win is extra-special as it adds the ‘Entertainment Sector’ to our repertoire. With Popcorn (Conagra Foods), and Sodas (PepsiCo) in our client portfolio, we can now offer a complete movie experience. We believe our winning edge was our non-conformist approach founded in our original thinking. We are enthused to partner UIP to engage consumers with their schedule of exciting new movies releases.”
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.”
