Bhakti Aapki, Care Hamari!

Soframycin Extends Care to Devotees at Lalbaugcha Raja with#BhaktiAapkiCareHamari Campaign

1.9M+ reached and 25,000+ care samples delivered — Soframycin blended devotion with care at Lalbaugcha Raja.

MUMBAI: Every year, lakhs of devotees walk barefoot, stand in long queues for hours, and brave crowded lanes for a glimpse of Bappa. In this6801 journey of faith, cuts, blisters, and skin discomforts are common companions.

Encube Ethicals’ trusted antiseptic brand, Soframycin, brought its purpose-driven campaign #BhaktiAapkiCareHamari to life during this moment of Ganesh Chaturthi 2025 at one of India’s most iconic and revered pandal, Lalbaugcha Raja, Mumbai. In a festival where faith draws millions, Soframycin stepped in to ensure that devotion could continue without interruption, by caring for the small injuries and discomforts devotees faced along the way.

Campaign Highlights:
This year’s initiative created an integrated cultural experience, combining on-ground presence with digital engagement:
> A heartfelt campaign film shot at Lalbaugcha Raja, capturing the journey of devotees and how Soframycin offered them instant relief.
> On-ground sampling of 25,000+ units during the festivities, supported by Look-walker teams and a giant inflatable Soframycin tube that became a recognizable symbol in the crowd.
> Product gifting for karyakartas and volunteers, acknowledging their tireless efforts in managing the pandal.
> A digital extension through comic-style posts, interactive contests, and vox pops, raising awareness about common festive injuries and showcasing Soframycin’s role in providing quick care.
The campaign brought Soframycin’s new message #BhaktiAapkiCareHamari to life at Lalbaug, evolving the brand from a trusted antiseptic to a true cultural companion during one of India’s most cherished spiritual gatherings.

With a reach of 1.9M+ across digital platforms, and direct engagement with lakhs of devotees on-ground, the initiative not only amplified Soframycin’s presence but also deepened its emotional connect with communities of faith and devotion.

“Ganesh Chaturthi is about devotion, community, and care. With #BhaktiAapkiCareHamari at Lalbaugcha Raja, we extended Soframycin’s promise of protection and healing directly for devotees. Seeing thousands walk barefoot with faith, and being able to provide comfort through our care kits, was truly fulfilling. The overwhelming response reinforced Soframycin as a brand
that genuinely lives its purpose — Heals. Protects. Cares.,” said Dinar Mhatre, Business Head – India Formulations, Encube Ethicals.

The campaign was conceptualized and executed by BigTrunk Communications, Soframycin’s digital marketing partner. “This campaign shows how tradition and modern digital engagement can come together. From on-ground activations to amplification across Instagram, Facebook, and YouTube, we created a holistic experience that celebrated both devotion and care, reaching nearly 2 million people,” said Bharat Subramaniam, Founder & MD, BigTrunk Communications.

The campaign received media coverage in Impact, Media Brief, Indian Television, and Adgully.