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Santoor woman mesmerises again, this time for PSP addicted kids

FCB Ulka has conceptualised the campaign that tries to communicate the message that kids today have forgotten to play real games as they are so engrossed with virtual games

BestMediaInfo Bureau | Mumbai | July 15, 2014

Santoor-TVC Click on the image to watch the TVC.

Santoor, the flagship brand of Wipro Enterprise Ltd, has launched a new television campaign revealing a different facet of a Santoor woman’s personality. The TVC, conceptualised by FCB Ulka, Bangalore, tries to communicate a social message along with the brand’s promise of ‘younger looking skin’ which has been the tone over the last 25 years. The brand tries to communicate a very strong message that ‘kids today have forgotten to play real games’ and how we should entice them back.

Recently, we saw how brand Maggi also stressed the importance of kids playing out in its commercial ‘Game On’ with Madhuri Dixit.  Brands these days are trying to project in their commercials the importance of health in children and the need for healthy living away from technology.

The 45-second Santoor TVC starts with the protagonist noticing that kids today are so hooked to their PSPs and video games that they have actually forgotten to play real games. She starts playing basketball herself to distract the kids’ attention from virtual games. As a result of this, slowly all the kids leave their video games and join her. Two women onlookers who are just mesmerised by the protagonist’s beauty and her charm on the kids think her to be a college student. However, they get completely taken aback when she eventually turns out to be a mother.

Dennis Koshy Dennis Koshy

Dennis Koshy, Vice-President, FCB Ulka, Bangalore, said, “The Santoor woman is not just beautiful. She is intelligent, confident and can make a difference to the world around her. The insight that kids play more virtual games than real games these days was used to build a context to communicate this, without letting go of any of the core brand properties.”

Commenting on the execution of the TVC, Dharmesh Shah, Creative Director, FCB Ulka, Bangalore, said, “It was the right time for Santoor to celebrate a new celebrity: the Woman. We thought we give her a slightly more social role without getting out of the beauty space in terms of the narrative.”

The TVC:

[youtube]https://www.youtube.com/watch?v=y4GGhXUkUd8[/youtube]

Credits:

Client: Wipro

Agency: FCB Ulka, Bangalore

National Creative Director: KS Chakravarthy (Chax)

Creative Director: Dharmesh Shah

Copy Group Head: Nirmala Chennapa

Client Servicing: Jyothi Nambiar, Swapna, Dhaniya Mohan

Production House: Future East

Director: Ashim Ahluwalia

Producer: Priyank Bangia

Info@BestMediaInfo.com

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