Santoor, a brand from Wipro Consumer Care & Lighting, has rolled out a new television commercial for Santoor Lime, built around the idea of feeling recharged amid the demands of everyday life.
Conceptualised by Tilt Brand Solutions, the campaign underscores the soap’s ‘3x freshness’ proposition, driven by a formulation that combines lime, aloe vera and menthol.
The TVC follows the journey of a teacher who is also a mother, navigating a busy schedule of professional and household responsibilities. As fatigue sets in over the course of the day, the narrative introduces a turning point—a shower with Santoor Lime—that leaves her feeling refreshed and ready to take on the rest of her day.
Commenting on the campaign, S. Prasanna Rai, Chief Marketing Officer, Wipro Consumer Care, said the brand has strengthened its freshness proposition by combining the benefits of lime, aloe and menthol for a more complete experience. He added that the campaign brings alive a relatable transition from feeling drained to feeling re-energised.
Adarsh Atal, Chief Creative Officer, Tilt Brand Solutions, noted that the campaign moves beyond the idea of basic freshness to depict a sense of recharge. Using the metaphor of a battery running low and powering back up, the film captures the energy dip that comes with balancing multiple responsibilities, before highlighting the shift to renewed energy.
The campaign will be amplified across television and digital platforms.
.jpg)
.jpg)
.jpg)
