Santoor, India's third largest soap brand is celebrating its 25 years of glorious existence in the fiercely competitive Indian toilet soap market. The brand is celebrating this event with a rebranding exercise which consists of a new look, new fragrance and interestingly a brand anthem. Also the brand roped in Saif Ali Khan as the celebrity model for its campaign.
The rebranding showcases new pack with a new logo which gives the brand a contemporary look. The interesting part is the Santoor brand anthem which is a well made theme presentation which reflects the core positioning of Santoor which is " A soap for younger looking skin".
Watch the Anthem here : santoor anthem
There is also a new ad featuring Saif Ali khan. The ad follows the same theme of mistaken identity where a young mother is mistaken for a spinster because of her younger looking skin. Congratulations to the brand for sticking to the theme which made it one of the most successful fmcg brand in India.
In a related article in exchange4media, one of the ad gurus commented that the theme of mistaken identity has become old and boring and too predictable. In a sense the ad is predictable but we are not here to solve a puzzle, the more the ads become predictable, the more the message will be impressed upon in the customer's mind. The criticism of being a boring advertisement is relevant and the brand could have done more interms of making this theme more interesting. The anthem is fabulous and does justice to the brand's equity.