Wipro Consumer Care and Lighting has announced the relaunch of its soap brand Santoor.
For the re-launch a brand campaign has been rolled out which has been conceptualised by Fortuity Communications. The brand campaign consists of three films.
One shows how young mothers from different walks of life take on stereotypes. This includes a maths professor showcasing her DJing skills at a college function, one returning to the boxing ring, one taking the CEO designation at a company, and another pursuing her PHD.
The second film shows a pilot returning to the skies after a gap of five years. While her co-pilot thinks it's her first flight because she looks young, the end of the film shows her daughter and husband surprising her on the occasion.
The third film shows an influencer going live on social media with her 'hula hoop'. Varun Dhawan, who is around her notices this, and joins her on the live video, post which he meets her in person and asks her whether she learned this in college. That's when the influencer's daughter shows up with a congratulatory message for the lady, who has just reached the 20 lakh follower milestone. Dhawan is surprised to learn that the lady is a mother of a child.
The idea of the films is to instill a new 'young thinking' among consumers.
Neeraj Khatri, chief executive, consumer care, India and SAARC Business, Wipro Consumer Care and Lighting, said, “Santoor is the flagship brand of Wipro Consumer Care. For over three decades, millions of Indian women have trusted Santoor. Today, Santoor Sandal and Turmeric Soap is synonymous with younger looking skin. As part of our growth strategy, Santoor seeks to constantly innovate to match the ever-changing needs of the new-age consumers. The upcoming refreshed version of our flagship and best-selling product is a testament to our commitment. We are confident that this transformation will accelerate our growth by not only strengthening our premium positioning in the market but also making us one of the most aspirational brands for consumers.”
S Prasanna Rai, vice president – marketing, Wipro Consumer Care & Lighting, added, "The key strength of Santoor has been the uniformity in communicating the core proposition of younger looking skin while refreshing the context and indicating the aspirations of the young women today. 'Young Soch' is at the heart of Santoor’s brand purpose of inspiring dynamic women today. Keeping the essence of Santoor in mind, we are trying to tell a brand-new story of the Santoor Woman.”