Santoor: Golden Opportunity

The world is changing by leaps and bounds. So are women today. They are moving out of their homes, coming out of their shells, achieving new heights and making a difference. People are getting up and taking notice of these women, giving them the respect they deserve. Santoor, India's 3rd largest soap brand decided to dedicate its 25th Anniversary film to such women.

Santoor started its journey as a sandal & turmeric soap focused on the ingredient benefits. Draftfcb Ulka crafted a benefit-led positioning of a "skin that lies about your age'. It was based on a universal insight that looking younger than their age is a big high for women. The creative idea of a mother being mistaken for someone younger has remained consistent for the last two decades. The creative execution however, has kept pace with the changing times and the portrayal of the Santoor protagonist has consistently been refreshed and modernized. The success of the brand ' as India's third largest soap today, is a testimony to the power of the idea.

On the eve 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 modernize the brand, make every Santoor user feel proud about the brand and appeal to a wider audience. It was also an opportunity to do something different, while adhering to the brand's core values of offering younger looking skin. So, to unveil this new identity and create some sense of excitement about the new Santoor, Draftfcb Ulka, Bangalore has created a magnum opus. The ad showcases beautiful women of today, from different walks of life, a photographer, a choreographer, an executive, a musician and many more, all coming together to unveil the new "sunehra' Santoor. Shot in a picturesque natural surroundings, the films 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.

Creds:

Agency: Draftfcb Ulka

Creative Directors: Dharmesh Shah, Siddhi Desai

Films Co-ordinators: Alpa Jobalia, Stanley Christian

Producer: Fareed Khan

Cinematographer: Sejal Shah

Music Director: Anand