Santoor, the flagship brand from Wipro Consumer Care & Lighting, has launched a new television commercial for Santoor Lime, centred on the idea of an ‘everyday recharge’ amid increasingly demanding daily routines.
The campaign positions Santoor Lime around its ‘3x freshness’ proposition, highlighting a bathing experience designed to deliver long-lasting rejuvenation. The soap combines lime, aloe vera and menthol to create a cooling effect intended to refresh consumers during the course of a busy day.
Conceptualised by Tilt Brand Solutions, the television commercial follows the life of a teacher who is also balancing responsibilities as a mother. As the narrative progresses through her day at school and home, signs of fatigue begin to emerge. The film then captures a turning point where a short personal break changes the pace of her routine. A shower using Santoor Lime becomes the device through which the transition is shown, with the protagonist emerging feeling ‘100% recharged’ and prepared to continue with the rest of her day.
The campaign uses the everyday pressures faced by working women to build relatability around the product’s freshness positioning. Through visual storytelling, the film attempts to connect the product benefit with moments of exhaustion that are familiar to consumers managing multiple responsibilities simultaneously.
S. Prasanna Rai, chief marketing officer, Wipro Consumer Care, said, “We have strengthened our freshness proposition by combining the benefits of three ingredients of Lime, Aloe & Menthol for a more complete and refreshing experience. The campaign reflects this by bringing alive a relatable moment of transition - from feeling drained to feeling ready to take on the day again.”
The creative approach also introduces the metaphor of a low battery regaining power to reinforce the brand message around energy restoration and freshness.
Adarsh Atal, chief creative officer, Tilt Brand Solutions, added, “The campaign brings alive the idea of moving beyond simple freshness to feeling recharged. Using the metaphor of a battery running low and powering back up, the film captures the dip in energy through the day while balancing multiple responsibilities. This helps dramatise the shift from feeling drained to recharged in a way that is both simple and relatable.”
The Santoor Lime campaign will be rolled out across television and digital platforms as part of an integrated media outreach strategy. The campaign aims to strengthen the brand’s freshness-led positioning while expanding visibility across multiple consumer touchpoints.
Santoor Lime is currently available through retail outlets across Andhra Pradesh, Maharashtra and Gujarat, as well as on leading e-commerce platforms. The product is offered in 100g and larger pack sizes.
