Santoor's Campaign 'Young Soch' Aims At Evolving Indian Women

Wipro has launched three new TVCs for its popular product Santoor Soap, repositioning the brand with the tagline of “young soch”, to connect with the evolving Indian women.

Talking about the thought behind the films, S Prasanna Rai, Vice President – Marketing, Wipro Consumer Care & Lighting says the campaign is about today’s evolving women. “Brand Santoor wants to adapt to the changes in the society while positioning itself as the soap for the young skin and young thinking.”

The TVCs showcase stories of women who are evolving with time and are proud of themselves while setting examples for the society.

“As a brand, Santoor has always tried to showcase a new perspective for women who are at a stage in life where they burdened by the responsibilities towards their families and kids and yet are not afraid of doing what they love, following their passion or simply being themselves. With the campaign, the product has come with “young soch” as a fresh take to connect with young consumers,” he elaborates.

“Younger-looking skin is not about how your skin looks. Nobody says soaps give me young skin. Young skin is an emotion; feeling young and thinking young is an emotion and that is what we have tried to highlight with the new campaign. It is not only about younger skin or looking beautiful, but also feeling young. With this, we are trying to bring new thoughts to the brand,” he further says.

“The key strength of Santoor has been the uniformity in communicating the core proposition of younger-looking skin while refreshing the context and showcasing the aspirations of the young women today. Keeping the essence of Santoor in mind, we are trying to tell a brand new story of the Santoor woman,” he adds.

One of the three TVCs of the campaign shows a woman pilot joining back after maternity leave.

The second film talks about women following their hearts, their passion and thinking differently while making the people around them have an open mind. 

The third TVC features the celebrity brand ambassadors; Varun Dhawan for the north and Mahesh Babu for the south. 

The campaign is conceptualised by Fortuity Communications, while the creative agency is ADK Fortune Communications which is a part of the Wunderman Thompson Group. Rai has said that 75-80 per cent of the budget around this campaign is for television and the remaining for hoardings.