Exclusive: Santoor brings Ogilvy and Tilt on board after multi-agency pitch – Storyboard18

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After a competitive multi-agency pitch, the Rs 2,300 crore soap brand Santoor, has shortlisted Ogilvy India and Tilt Brand Solutions, sources close to the development told Storyboard18. Both agencies are currently working a project brief. In February, Wipro Consumer Care and Lighting called in for a pitch for its flagship brand Santoor. While Ogilvy India is network owned by ad holding company WPP, Tilt Brand Solutions is a homegrown independent firm.

In 1985, Santoor was launched as a soap with ingredients like sandalwood and turmeric. Later, Santoor was relaunched with its classic sandalwood and turmeric soap Santoor Orange and introduced a new campaign which was developed by Fortuity Communications, an event management, advertising and marketing company.

Prasanna Rai, Vice-President, Marketing of Wipro Consumer Care and Lighting, at that time informed Storyboard18 that for the last 30 years, Santoor has been built on the unique positioning of younger-looking skin. This approach has been to present the Santoor protagonist, whom it calls ‘Santoor Mom’, in a way that is relevant to the present contemporary woman of the country, depending upon what her aspirations are.

On December 5, 2023, Wipro Consumer Care and Lighting, expanded its personal wash category with its 15th acquisition with Jo, Doy, and Bacter Shield brands from VVF (India) Ltd. The three brands recorded revenue of over ₹210 crore during FY23.


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