Tuesday, June 05, 2012

Brand Update : Santoor Celebrates 25 years with Rebranding

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. 


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