Santoor rides on election wave
08 Apr 2009
Santoor, India's third-highest selling soap brand, and South India's second biggest soap brand has been built assiduously with advertising that has presented the Santoor Woman in a 'mistaken identity' situation. The campaign, which is in its 20th year, keeps getting refreshed every two years.
In tune with the mood of the country Santoor is coming out with a film that shows the Santoor woman entering a voting booth, to cast her vote, only to be stopped for 'age proof'. Again a new interpretation of the mistaken identity theme.
Indira Das, creative director of Draftfcb Ulka comments, ''The new film is yet another expression of the brand promise, set in the context of the changing roles of Indian women''. In fact the film ends with the kid asking the mom, ''why vote'' to which the Santoor Woman replies '' for your future''.
Interestingly Santoor had come out with a cricket film in time for the World Cup.
The 30 second film features Tanya Vakil as the Santoor woman and was produced and directed by Johnny Pinto of Robert J Productions.
The film will be breaking on all regional and national channels just in time for the parliamentary elections.