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Santoor Soap carries forward the ‘mistaken identity’ brand positioning

Draftfcb+Ulka crafts a new TVC featuring Saif Ali Khan and Mahesh Babu

Santoor Soap carries forward the ‘mistaken identity’ brand positioning

Draftfcb+Ulka crafts a new TVC featuring Saif Ali Khan and Mahesh Babu

BestMediaInfo Bureau | Delhi | January 15, 2014

santoor-TVC Click on image to the watch TVC

Santoor, the flagship brand of Wipro Enterprises, 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. It’s like an ongoing campaign with its basic positioning remaining 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’s communication for over 25 years now.”

The TVC, created by Draftfcb+Ulka, is about the protagonist performing a dance routine. The celebrities – Mahesh Babu for the South market and Saif Ali Khan for the 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.

The TVC grabs attention for the cheeky manner in which both Mahesh and Saif mistake her identity. The little girl stands out for her endearing banter with Mahesh and Saif.

Speaking about the campaign, Dennis Koshy, VP, 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 add the glamour, while the precocious child makes the ad endearing.”




Client: Wipro Enterprises

Agency: Draftfcb+Ulka (Bangalore)

National Creative Director: KS Chakravarthy (Chax)

Creative Director: Dharmesh Shah

Copy Group Head: Nirmala Chennapa

Client Servicing: Jyothi Nambiar, Syed Imran, Dhanya Mohan

Films Team: Alpa Jobalia and Stanley Christian

Production House: Future East

Director: Ashim Ahluwalia

Producer: Priyank Bangia and Aanchal Kanal

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