Every year, lakhs of devotees walk barefoot, stand in long queues for hours, and brave crowded lanes for a glimpse of Bappa. In this journey of faith, cuts, blisters, and skin discomforts are common companions.
Encube Ethicals’ antiseptic brand, Soframycin, ran a campaign called #BhaktiAapkiCareHamari during Ganesh Chaturthi 2025 at the Lalbaugcha Raja pandal in Mumbai. The brand claims the initiative aimed to support devotees by addressing minor injuries and discomforts that occur during the festival.
The campaign reportedly included multiple elements spanning on-ground and digital platforms. According to the brand, this involved a film shot at Lalbaugcha Raja capturing devotees’ experiences, on-ground sampling of over 25,000 units supported by Look-walker teams and a giant inflatable Soframycin tube, product gifting for karyakartas and volunteers, and a digital extension through comic-style posts, interactive contests, and vox pops to raise awareness about festival-related injuries.
Soframycin reports that the initiative reached over 1.9M people across digital platforms and engaged directly with lakhs of devotees on-ground. The brand claims that the campaign aimed to amplify its presence and strengthen its connection with communities of faith and devotion.
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.
“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.
At Lalbaugcha Raja, Soframycin said the campaign #BhaktiAapkiCareHamari reflected its intention to support devotees during the festival. The brand claims it plans to implement similar care-focused initiatives during Navratri and Diwali.
