Santoor Brings ‘Young Soch’ to Brand Boost Campaign, Marketing & Advertising News, ET BrandEquity


A photo of the campaign


A photo of the campaign

Santoor, the flagship brand of Wipro Consumer Care & Lighting, has announced the relaunch of its classic sandalwood and turmeric soap, Santoor Orange. The relaunch comes with ‘Young Soch’, a renewed and fresh approach to connecting with young consumers.

The “Young Soch” campaign aims to disrupt common stereotypes and long-held perceptions about a woman’s identity.

Neeraj Khatri, Managing Director, Consumer Care, India and SAARC Business, Wipro Consumer Care & Lighting, said: “As part of our growth strategy, Santoor seeks to constantly innovate to meet the ever-changing needs of new era consumers. The next updated version of our flagship and best-selling product demonstrates our commitment. We are convinced that this transformation will accelerate our growth not only by strengthening our premium positioning in the market, but also by making us one of the most ambitious brands for consumers.

S Prasanna Rai, Vice President – ​​Marketing, Wipro Consumer Care & Lighting, said, “Santor’s main strength has been the consistency in communicating the core proposition of younger looking skin while refreshing context and indicating the aspirations of young women today. “Young Soch” is central to the Santoor brand’s goal of inspiring today’s dynamic women. Keeping in mind the essence of Santoor, we are trying to tell a whole new story of the Santoor woman.”

The TVC campaign was conceptualized by Fortuity Communications.

Watch the movies here;

Conceptualized by Tilt Brand Solutions, the campaign encapsulates how the brand aims to embrace diverse “nakhre” of meat lovers over the years in an effort to better serve its customers.

The first commercial of the “Idhar-Udhar” campaign describes two different scenarios that cyclists can face depending on the engine oil they choose for their bike.

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  • Posted Nov 3, 2022 3:03 PM IST

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