Saif Ali Khan, Mahesh Babu to feature in Santoor's new TVC!

Santoor, the flagship brand of Wipro Enterprises Ltd has created a new TVC with Mahesh Babu and Saif Ali Khan. The Santoor campaign is one of the longest running campaigns for an Indian brand, and you could call it an ongoing campaign as its basic positioning has remained unchanged over the years – only the situations and models have been refreshed.  The ‘Mistaken Identity’ has been the brand’s central theme making it a very good example of how a brand was made formidable with consistent focus on a single minded platform.

Elaborating on this Nitin Karkare, COO Draftfcb+Ulka Advertising said “The new commercial carries forward the brand promise of younger looking skin, which has been the cornerstone of Santoor communication for over 25 years now..”

The TVC created by Draftfcb+Ulka Advertising is about the protagonist performing a dance routine. The celebrities (Mahesh Babu for the South market and Saif Ali Khan for North market) are impressed with the grace and confidence of the protagonist. They think she is the new heroine of their film. However the director informs the celeb that she is actually their dance trainer. Mahesh and Saif are surprised that someone who looks so young can be a trainer. They are even more surprised when she eventually turns out to be a mother.

Speaking about the campaign, Dennis Koshy, Vice President – Draftfcb+Ulka, Bangalore, said “The brand speaks a well-established language. When you have a campaign idea  like mistaken identity that has stood the test of time, the challenge is to keep refreshing the execution to keep the engagement alive’’.

On the execution, Dharmesh Shah, Creative Director – Draftfcb+Ulka (Bangalore), said “Santoor has a very loyal consumer base and they look forward to what the woman does next. Mahesh Babu and Saif adds the glamour, while the precocious child makes the ad endearing”
About Draftfcb+Ulka Advertising:
Draftfcb+Ulka Advertising is a member of the Draftfcb+Ulka Group, India’s third largest marketing communication group with over 200 clients, 800 professionals working across eight offices in seven cities, covering a diverse spectrum of services including advertising, media, digital, direct, analytics, brand consulting, activation/brand experience etc.

TVC Credits

• Client: Wipro Enterprises
• Agency: Draftfcb+Ulka (Bangalore)
• National Creative Director: K S Chakravarthy (Chax)
• Creative Director: Dharmesh Shah
• Copy Group Head: Nirmala Chennapa
• Client Servicing: Jyothi Nambiar, Syed Imran and Dhanya Mohan
• Films Team: Alpa Jobalia and Stanley Christian
• Production House: Future East
• Director: Ashim Ahluwalia
• Producer: Priyank Bangia and Aanchal Kanal