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Wavemaker retains media mandate for L’Oréal India
Mumbai : Wavemaker, part of GroupM and WPP has successfully retained the media responsibilities for the beauty leader L’Oréal. Wavemaker has been the media AOR for L’Oréal since 2010.
The multi-agency pitch saw participation from other leading agencies along with the incumbent agency Wavemaker. The mandate includes online and traditional media duties for the brands.
Speaking on retaining the business, Wavemaker, CEO- South Asia, Ajay Gupte, CEO said, “Retaining L’Oréal in the 12th year of our association and continuing this partnership is a huge testament to our services and efforts. I am excited to strengthen this relationship further and partner with L’Oréal in their transformative business journey. I am certain with our digital first & data led approach clubbed with best in class media services, we will be able to accomplish L’Oréal’s mission of creating an innovative and responsible beauty brand”.
Wavemaker India, chief client officer and head-west Shekhar Banerjee said, “Working with L’Oréal makes you better every day and we have been creating some of the industry first work in real time measurement, precision and audiences for them. We are delighted that they believed in the vision we have set for our partnership and trusted our ability to positively provoke them and drive new thinking”.
Wavemaker will be responsible for handling the entire media services comprising strategy, communications planning, integrated media approach, content/creative and digital services, investment and buying for all the brands across hair, skin and make-up category.
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.”
