Santoor's new TVC, a tribute to modern women!

Santoor, India’s third largest soap brand recently completed 25 years. Launched by Wipro in 1986; Santoor targeted the Indian woman’s age old beauty regime with the primary ingredients of sandalwood and turmeric. Over the years, Santoor became the third largest selling popular soap in India and the most commercially successful natural soap brand.
 
Santoor has steadily become synonymous with younger looking skin. Its brand positioning is based on a universal insight that looking younger than their age is a big high for women. When Ulka Advertising was assigned the brand in 1988 the brand 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 that broke in 1989 created history of sorts and brand growth picked up momentum. Today Santoor is present in categories like face wash, talc, deodorants, hand washes etc.
 
Santoor woman is a distinct identity created by the brand. Elaborating on the same, M G Parameswaran-Executive Director & CEO Draftfcb Ulka, said, “While the creative execution has remained constant over the years, the portrayal of the protagonist has kept pace with the changing times. The Santoor Woman has been refreshed and evolved from being a pretty woman in 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.”
 
“Over the years the advertising has evolved in many ways, while the core of 'natural ingredients to give young looking skin that will get you accolades' has not changed,” he added.
 
Santoor has carefully chosen celebrities to endorse the brand. The brand has currently roped in actors like Saif Ali Khan and Mahesh Babu for the TVCs. Earlier, Madhavan and Saif Ali Khan have starred in Santoor commercials. Mahesh Babu is a leading film star who is very popular in Andhra Pradesh and Karnataka where Santoor is a market leader. Hence this was a win-win situation for the brand and the stars.
 
Elaborating on Santoor’s journey M G Parameswaran said, “The turning Point for the brand was the Mega Brand Relaunch in 2003-04, which involved change in product, fragrance, packaging and the Santoor woman evolved to become a modern aspirational working woman – a Fashion Designer. Today Santoor is a Rs. 1000 crore brand, exported to over 15 countries.”
 
The key strength of Santoor has been the consistency in communicating the core proposition of younger looking skin while refreshing the context to make it contemporary over the years.  Santoor’s success can also be attributed to the fact that it is not only the third largest soap brand in India but also the largest selling brand in South &West India. The ‘ageless skin’ campaigns and innovative marketing strategies have helped Santoor grow faster than the industry and gain greater share over the years.
 
“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 healthy marketing investments,” says M G Parameswaran.
 
On the occasion of its 25th Anniversary, Santoor has created a new identity for the brand with a new logo and a new pack. It was an opportunity to do something different, while adhering to the brand’s core values of offering younger looking skin.
 
Santoor decided to dedicate its 25th anniversary to women who are moving out of their homes to achieve new heights and make a difference. It has launched an anthem film and a theme film raising a toast to the women of today. The theme film features brand ambassadors -Saif Ali Khan and Mahesh Babu whereas the anthem film celebrates the achievement and pride of millions of Santoor women.
 
The film has been shot in a picturesque natural surroundings and captures the essential nature of the brand promise, goodness of natural ingredients, that come together to offer great skin, that makes you look years younger.
 
Talking about the film, Chax-National Creative Director-Draftfcb Ulka said, “The film not just celebrates the evolution of women but also celebrates beauty...as an enduring beauty.”
 
The media mix for the campaign includes television, print, outdoor and digital media.
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