Santoor Shower Gels, part of the Wipro Consumer Care & Lighting portfolio, has launched a new campaign titled ‘Sandalwood Ka Remix’, alongside onboarding actor Sreeleela as its brand ambassador. The move signals a strategic attempt to reposition the brand’s core sandalwood proposition for contemporary consumers through a mix of storytelling and format innovation.
The product range extends Santoor’s established association with sandalwood into a liquid body wash category, aligning with evolving bathing habits. Infused with sandalwood and gardenia extracts, the formulation focuses on delivering skin softness and glow, supported by a gentle, pH-balanced composition designed for regular use. While the product innovation anchors the proposition, the campaign builds the narrative bridge between heritage and modernity.
Conceptualised by Ogilvy, the ‘Sandalwood Ka Remix’ campaign frames sandalwood as a timeless ingredient reinterpreted for current lifestyles. Drawing a parallel with classic songs being reimagined for new audiences, the creative approach positions the body wash as a contemporary expression of a familiar element. The campaign uses this analogy to connect with younger consumers while retaining brand recall among legacy users.
The television commercial introduces Sreeleela as the face of the range, leveraging her screen presence to communicate the brand’s updated positioning. Her association is intended to reflect a blend of tradition and contemporary appeal, aligning with the campaign’s central theme. The storytelling integrates visual cues and narrative elements that reinforce the ‘remix’ concept, presenting sandalwood in a refreshed, relatable context.
S. Prasanna Rai, senior vice president – marketing, Wipro Consumer Care & Lighting said, “Sandalwood has always been at the core of Santoor’s heritage. With Santoor Shower Gels, we are reimagining this timeless ingredient in formats that are relevant to today’s consumers. As we take this step forward, it was important for us to partner with someone who reflects this blend of tradition and modernity. We are delighted to welcome Sreeleela on board as the face of Santoor Shower Gels. Her vibrant screen presence and contemporary appeal align well with the brand and our consumers.”
Sreeleela added, “I have always associated sandalwood with timeless beauty and care. What I love about Santoor Sandalwood Beauty Wash is how they’ve given this classic ingredient a modern twist. The idea of ‘Sandalwood Ka Remix’ felt very relatable to me, it reflects how our generation blends tradition with a fresh perspective. I’m delighted to be the face of Santoor Shower Gels and to be part of this exciting journey.”
The campaign is being rolled out across television and digital platforms, indicating a multi-channel strategy aimed at maximising reach and engagement. This integrated approach supports both awareness building and consideration, particularly in a category where format shifts require consumer education.
The Santoor Shower Gel range is available in variants such as Saffron & Marigold and Lemon & Frangipani, priced at INR 135 for 250ml, across retail and online channels. The pricing and variant strategy further positions the product as accessible while catering to diverse fragrance preferences.
Overall, ‘Sandalwood Ka Remix’ reflects a broader branding effort to contemporise a legacy ingredient through product innovation, celebrity alignment and integrated campaign execution, while maintaining continuity with Santoor’s established identity.
