On the brand’s 25th anniversary, the agency has created a new brand identity for the 3rd largest soap brand as well as a film that celebrates today’s woman
BestMediaInfo Bureau | Delhi | March 22, 2012
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 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 who are making a difference. Santoor had started its journey a quarter century ago as a sandal and turmeric soap focused on the ingredient benefits.
Draftfcb Ulka has crafted a benefit-led positioning – ‘skin that lies about your age’ – for the brand. 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 modernised. The success of the brand – as India’s third largest soap today – is testimony to the power of the idea.
On the eve of its 25th anniversary, Draftfcb Ulka has created a new identity for the brand with a new logo and a new pack. It was an opportunity to modernise 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 over 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 picturesque natural surroundings, the film 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.
Said KS Chakravarthy, popularly known as Chax, National Creative Director, Draftfcb Ulka, “The film does not just celebrate the evolution of women but also celebrates beauty...as an enduring beauty.”
Siddhi Desai, Copy Supervisor, Draftfcb Ulka, Bangalore, said, “The new Santoor film is a toast to all the women of today. It is something Santoor hasn’t seen before; it is something the beauty category has never seen before.” The music and theme song of the film have been composed by Anand. There is a memorable two-line refrain that is bound to resonate with consumers for a long time. Directed by Vishal Manglorkar of Milestone Films and shot by cinematographer Sejal Shah, this blockbuster, with its scale, lilting music and beauty, is bound to make the brand appealing to an even wider audience and take the brand to a higher level of success.
Agency: Draftfcb Ulka National Creative Director: KS Chakravarthy ‘Chax’
Creative Directors: Dharmesh Shah, Siddhi Desai Client Servicing: Deepak Kohli, Syed Imran, Arathi Aravind, Celia Vincent Films Coordinators: AlpaJobalia, Stanley Christian Production house: Milestone Films Producer: Fareed Khan Director: Vishal Manglorkar Cinematographer: Sejal Shah Music Director: Anand
Indeed a very contemporary make over for a brand thats been the darling of mummies for ages now
Shining Consulting Pvt. Ltd. created the new identity for the Wipro's Santoor brand including logo and packaging. So, please correct your article as the information you are providing is WRONG. "On the eve of its 25th anniversary, Draftfcb Ulka has created a new identity for the brand with a new logo and a new pack. It was an opportunity to modernise 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."