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Visit Victoria reappoints Lintas Live as communication and PR partner
Mumbai: Tourism and events company Visit Victoria has extended its partnership with Lintas Live for the communication and PR responsibilities over the period of next two years. The agency will help the brand position Melbourne and the State of Victoria as the most preferred destination for outbound travellers from India.
Lintas Live has been looking after the communication of Visit Victoria for the last 10 years. After the Covid-19 pandemic pause, the agency is all set to bring in the digital-first creative approaches to help the brand connect with Indian consumers.
Visit Victoria regional manager – South and South East Asia Celia Ho said that they’re delighted to have Lintas Live back on board. “Lintas Live is an agency that exhibits an exceptional knowledge of the DNA of Visit Victoria,” Ho stated. “Working with them over the years, Lintas Live has truly become our brand custodian. At a time when many are looking forward to travelling again, we need an agency partner that understands our brand, knows the Indian audience, and has the capability to connect with them in fresh new ways. The association with Lintas Live will entail delivering a range of marketing campaigns to create desire and position Melbourne and State of Victoria as one of the most preferred destination,” added Ho.
Established as a company limited by guarantee in July 2016, Visit Victoria brings the best of Tourism Victoria, Victorian Major Events Company, and Melbourne Convention Bureau under one brand that capitalises on commercial opportunities in an increasingly competitive and dynamic global tourism market. The team operates in a collaborative and agile environment that informs, connects, and partners with industry and the Victorian State Government to amplify Victoria’s profile.
Lintas Live president Ameer Ismail also expressed his excitement to work with Visit Victoria yet again. “We are excited to onboard Visit Victoria again and to build new relevance for them in a modern live digital-first way,” commented Ismail. “Indians have been waiting to travel and the State of Victoria already enjoys great salience. With our new digital-first framework in place, our objective will be to capture the hearts and minds of consumers while ensuring Melbourne is at the top of people’s travel bucket lists.”
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.”
