FCB Ulka essays core brand promise via new TVC for Santoor

15 Jul,2014

By A Correspondent

 

FCB Ulka has unveiled a new campaign for Santoor, the flagship brand of Wipro Enterprises Ltd. that showcases a different facet of the Santoor woman’s personality. The spotlight is on her desire to be more than just a beautiful face and make a real difference to her world. While the new commercial carries forward the core brand promise of younger looking skin, which has been the cornerstone of Santoor communication for over 25 years, there is a social message that is weaved in as well.

 

The TVC conceptualised by FCB Ulka begins with the protagonist noticing some kids playing on their PSPs or video games in a basketball court. She is disappointed that kids today have forgotten to play real games and are completely hooked on to impersonal virtual games. The protagonist starts playing basketball herself and attracts the kids’ attention. The kids are sufficiently intrigued and leave their video games to join her. Two women onlookers who have been seeing this scene play out are in awe of the protagonist’s beauty and they mistake her for a college student who is encouraging kids to play a real game. They are completely taken aback when she eventually turns out to be a mother.

 

Speaking about the campaign, 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”.

 

On the execution, 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.”

 

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