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Urban Company ropes in Taproot Dentsu for new campaign
MUMBAI: Home services marketplace, Urban Company, has roped in Taproot Dentsu, the creative agency from the house of dentsu India, for its latest campaign.
The campaign includes two films and has been created for the salon-at-home services specifically targeted at women. The films, directed by Kunal Pardeshi and produced by Roger That Productions, hilariously depict the surprise of the protagonists on seeing the unbelievably low prices of Urban Company’s professional salon services at home.
This latest campaign aims to attract new consumers, as the brand continues to enter new markets, domestically, Urban Company said in a statement.
“When the message is simple and delightful, it’s best not to let the execution come in the way,” said Taproot Dentsu chief strategy officer Shashank Lanjekar. “This campaign marks the accessibility of at-home salon services to a much wider set of consumers, thanks to its affordable prices.”
“Our services have always been synonymous with high quality,” said Urban Company vice president – marketing Rahul Deorah. “Recently, we launched Salon Classic – a new, surprisingly affordable variant in our marquee beauty-at-home business. Like all others, quality continues to remain a strong cornerstone of this initiative. Through this launch, we are aiming to accelerate our penetration into new segments, new markets, and this campaign is an important step in that direction.”
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.”
