MxMIndia

Tag: Santoor

  • Promises a rejuvenating experience

    Santoor relaunches lime soap with new TVC

    Santoor, the Wipro Consumer Care and Lighting flagship brand, has unveiled a new TVC for its lime soap.

    Said S Prasanna Rai, Chief Marketing Officer (CMO), Wipro Consumer Care & Lighting: “We have relaunched Santoor Lime soap with a great new fragrance. In an in-use consumer research we have found that this new Santoor Lime soap has been loved by 9 out of 10 freshness soap users due to its better bath sensorials. This TVC embodies the same essence of Santoor Lime soap which delivers a refreshing bathing experience lifting the mood.”

  • Featuring a series of videos and reels featuring WPL cricketers

    Santoor by Wipro & Interactive Avenues launch campaign

    Santoor, the flagship brand of Wipro Consumer Care & Lighting, has launched its campaign “Young Soch Diaries,” celebrating the limitless spirit of modern women in association with their digital agency, Interactive Avenues, and JioCinema.

    https://www.jiocinema.com/sports/cricket/young-soch-diaries-ft-harmanpreet/3928339

    Said S Prasanna Rai, Chief Marketing Officer & Head – Ecommerce Business, Wipro Consumer Care and Lighting: “The spirit of today’s women cricketers, their accomplishments, resilience, the way they challenge stereotypes and pursue their dreams without limitations is what resonates with Santoor’s philosophy of, ‘Skin ho ya soch, always stay young’. We hope that the campaign inspires women to embrace their unique identity and explore their limitless potential.”

    Added Aparna Tadikonda, EVP – South, Interactive Avenues: “By spotlighting our women cricketers’ journeys, we wanted to help Santoor position itself as a forward-thinking, inclusive brand that celebrates the fusion of strength and beauty. We’re thrilled with the positive response #YoungSoch is receiving across social media.”

  • Features Varun Dhawan and Mahesh Babu

    Laqshya Media Group unveils campaign for Santoor soap

    By Our Staff

     

    Laqshya Media Group unveils an OOH campaign for Santoor, the flagship soap brand of Wipro Consumer Care and Lighting. The campaign, featuring  Varun Dhawan and Mahesh Babu, aims to maximise sales by leveraging product offers and strategic pricing strategies.

     

    Said Prasanna Rai, CMO and Head of E-commerce Business, Wipro Consumer Care and Lighting: “Outdoor is a key component in our media mix as it enables us to precisely target clusters of interest and deliver the intended message. In Laqshya, we found an ideal partner who executes campaigns fast and at scale and makes our executions more impactful. Their creative inputs are invaluable as they understand how to use the medium best. Our partnership with Laqshya is now a long-term one.”

     

    Amarjeet Hudda, COO, Laqshya Solutions, added: “At Laqshya Media Group, we are committed to establishing strong partnerships with brands that embody innovation and excellence. The collaboration with Wipro is a true honour for us, and we take great pride in delivering our dynamic and contextually relevant regional content to empower the brand Santoor. Leveraging our exceptional creative capabilities, we are executing a highly impactful multilingual campaign across eight states, amplifying Santoor’s unique selling proposition. With an extensive reach spanning 100+ towns and massive urban and semi-urban areas coverage, we strive to deliver exceptional results exceeding every campaign’s expectation.”

     

  • A multilingual outdoor campaign in nearly 150 towns

    Laqshya creates OOH campaign for Santoor soap

    By Our Staff

     

    Laqshya Media Group has executed an Out of Home (OOH) campaign for Santoor, the flagship brand of Wipro Consumer Care. The multilingual campaign is aimed to uplevel the brand’s reach at the grassroots level to improve the brand’s footprint nationally.

     

    Said Prasanna Rai, CMO and Head of Ecommerce Business, Wipro Consumer Care and Lightning: “As part of the growth strategy on Santoor, we are looking at delivering tactical brand message on-ground, at scale, in sub-5 lakh population towns in Uttar Pradesh, Uttarakhand, Madhya Pradesh, Chhattisgarh, Orissa, Gujarat, and Tamil Nadu. In Laqshya, we found a partner who could seamlessly plan, source, execute and monitor our largest ever outdoor campaign in close to 150 towns across these states quickly.”

     

    Added Amarjeet Hudda, COO of Laqshya Solutions: “It’s always our goal at Laqshya Media Group to build long-term relationships with brands who are just as passionate as we are. We’re so glad that Santoor is one of those brands, and we’re honored to empower them by delivering dynamic and contextually relevant regional content that resonates with campaign TG. Providing our clients with the best-in-class and most effective and innovative Out of Home solutions is what we’re all about.”

     

  • While the new commercial carries forward the core brand promise of younger looking skin, there is a social message that is weaved in as well

    FCB Ulka essays core brand promise via new TVC for Santoor

    By A Correspondent

     

    FCB Ulka has unveiled a new campaign for Santoor, the flagship brand of Wipro Enterprises Ltd. that showcases a different facet of the Santoor woman’s personality. The spotlight is on her desire to be more than just a beautiful face and make a real difference to her world. While the new commercial carries forward the core brand promise of younger looking skin, which has been the cornerstone of Santoor communication for over 25 years, there is a social message that is weaved in as well.

     

    The TVC conceptualised by FCB Ulka begins with the protagonist noticing some kids playing on their PSPs or video games in a basketball court. She is disappointed that kids today have forgotten to play real games and are completely hooked on to impersonal virtual games. The protagonist starts playing basketball herself and attracts the kids’ attention. The kids are sufficiently intrigued and leave their video games to join her. Two women onlookers who have been seeing this scene play out are in awe of the protagonist’s beauty and they mistake her for a college student who is encouraging kids to play a real game. They are completely taken aback when she eventually turns out to be a mother.

     

    Speaking about the campaign, Dennis Koshy, Vice President – FCB Ulka, Bangalore, said “The Santoor woman is not just beautiful. She is intelligent, confident and can make a difference to the world around her. The insight that kids play more virtual games than real games these days was used to build a context to communicate this, without letting go of any of the core brand properties”.

     

    On the execution, Dharmesh Shah, Creative Director – FCB Ulka, Bangalore, said “It was the right time for Santoor to celebrate a new celebrity – the Woman. We thought we give her a slightly more social role without getting out of the beauty space in terms of the narrative.”

     

  • Success in consistently communicating the ageless skin story over 25 years has ensured Santoor is India's third largest soap brand

    Of Haldi, Chandan & all that makes Santoor

    Consistency in Communication: Anil Chugh, Senior VP, Wipro Consumer Care with a Santoor signage

     

    By Tuhina Anand

     

    Did you know that Santoor is the third largest soap brand in India? The brand, belonging to Wipro Consumer Care, has done well for itself by beating the international biggies and carving a niche for itself since it was launched in 1986. In the past 25 years, the run for the brand was not always so good, but a consistent and strategic communication has played a pivotal role in its success. Santoor is a Rs1,000 crore brand and has been growing at a CAGR of 23 per cent for the last five years.

     

    The communication has always focused on ‘younger looking skin’, but the portrayal has changed with the times to appeal women, who were earlier seen as homemakers to now those who excel in various professions – mirroring the changing aspirations of Indian women.

     

    Giving an insight into the Santoor story, Anil Chugh, Senior Vice President, Wipro Consumer Care, said: “Santoor is the third largest soap brand in India and the largest selling brand in the South + West India (value MS – 13.5 per cent). The ‘ageless skin’ campaigns and innovative marketing strategies have helped Santoor grow faster than the industry and gaining share over the years. One of the reasons for this is the consistency in communicating our core proposition of younger looking skin while keeping the message contemporary over the years. Also, our focus on providing the right value to the customer has contributed significantly to the brand’s success. The growth was also achieved on the back of a strong distribution network and communication in rural areas.”

     

    He added: “The strength of Santoor has been its promise which is consistent, powerful and eternally relevant to consumers. For over 25 years, the brand has delivered on the promise of ‘younger looking skin’ through superior product offerings which have used deep acting and trusted natural ingredients. Our campaigns have reinforced this message consistently. Over the years, Santoor has carefully chosen celebrities to endorse the brand and it has worked well for the brand.”

     

    While factors like distribution cannot be overlooked in the success of Santoor, the communication has been one of the key pillars. However, this was not the case always. MG Parameswaran, Executive Director & CEO, Draftfcb + Ulka elaborated: “When Ulka Advertising was assigned the brand in 1988, it was in a bit of a limbo, growth had stalled. The agency evolved the ‘younger looking skin’ and ‘mistaken identity’ as the key pillars for the brand. The advertising created history of sorts. The brand growth picked up momentum and Wipro has ensured that marketing money was well spent, through judicious correction in the messaging of the brand.”

     

    “In 1989, Santoor was basically selling in two states of Kerala and Karnataka. It was selling a fraction of what brands like Hamam, Rexona, Cinthol and Liril were selling. By focussing advertising on one promise and evolving it over time, Santoor has become one of the top three soap brands in the country.

     

    The advertising has evolved in many ways, but the core message of ‘natural ingredients for a young looking skin that will get you accolades’ has not changed. But the Santoor woman has evolved from being a pretty woman at a wedding to a confident woman who is doing aerobics, to a woman who plays cricket with her daughter, to a dress designer, to a TV anchor to a choreographer to a photographer. In a sense, the brand has reflected the aspirations of the new Indian woman,” added Mr Parameswaran.

     

    He is very clear that the success of its communication is purely because it tells a timeless story that always appeals. As he puts it succinctly, Santoor is about consistency in communication that adds a new layer with every new piece.

     

    In fact, as Santoor completes its 25 years, it has come out with a new campaign that is the Santoor anthem, giving it a contemporary look and feel yet telling the same story about a mother and daughter. The new advertising campaign features two ads – an anthem film that celebrates the achievement and pride of millions of Santoor women and a new theme film with new brand ambassadors – Saif Ali Khan and Mahesh Babu.

     

    Over the past few years, Santoor has grown from a single soap brand to talcs, deodorants, soap variants, liquid soap, facewash and so on. Mr Chugh said: “We will continue with our quest to keep the brand relevant and contemporary even in the future. The aim of new campaign is to take the Santoor brand to the ‘next level’. We are constantly looking at consumer needs and expanding/enhancing the brand to meet such needs. The brand has grown ahead of the competition in its core states and is now trying to break out of its traditional stronghold and make quick gains in other markets.”

     

    As a concluding note, Mr Parameswaran, who has been associated with the brand for almost two decades, said: “I am proud to have been associated with the brand for almost two decades. What is unique about the Santoor story is the great trust and regard this brand has spawned between the agency and client. It is has been a wonderfully rewarding experience and all of us in Draftfcb Ulka are proud of the association. It is not easy to take on large well-heeled multinational FMCG behemoths; we took them on and managed to find a place for Santoor under the Indian sun. The story is far from over. Santoor won against all odds and it will keep winning. I am sure of that.”

     

  • The addition of Neon Brand PR will further strengthen Draftfcb Ulka's portfolio of services and provide seamless inputs for their branding assignments

    Draftfcb Ulka lights up with Neon Brand PR

    By A Correspondent

     

    Neon Brand PR is the newest division of Draftfcb Ulka Group with a strong focus on traditional and social media. From conceiving and executing media relations strategies, the approach will be to develop PR for brands and brand campaigns that link marketing and communication initiatives for greater buzz and positive throwback on the brand. The addition of Neon Brand PR will further strengthen Draftfcb Ulka’s portfolio of services and provide seamless inputs for their branding assignments.

     

    Neon Brand PR will endeavour to bring in a significant amount of brand learning from the parent agency into its PR practice, thereby ensuring that the brand positioning and messaging are given the right tone and posture.

     

    Tanya Desousa has joined Neon Brand PR as PR Director. She has experience of about 14 years in PR, having worked in companies like Crest Communications, Hanmer & Partners and Percept Profile. She has been associated with brands like Spicejet, Western Australian Trade Office, Amway, Sanofi Aventis, Piramal Healthcare, Bridgestone Tyres, Asus Incorporated and many more.

     

    Neon Brand PR’s first assignment will be Santoor 25 Years campaign.