HOW SANTOOR'S’MUMMY MOMENT’KEPT THE BRAND AHEAD OF ITS COMPETITORS A look at Santoor's millennial brand ambassadors and the soap brand's hyperlocal marketing strategy

摘要

In a world awash with brand transformations to appeal to millennials and GenZers,it is almost odd to find a brand staying with a 30 year old storyline.While the faces and styles in Wipro-owned brand Santoor's advertising have changed over the years,the brand has stuck to its storyline of an Indian maa or mom who defies the ravages of time.Speaking exclusively to Brand Equity,Anil Chugh,president-consumer care business,Wipro Consumer Care and Lighting says,”It was decoded almost 30 years ago,and we have stayed the course even though many marketing gurus in the interim have told us to change our approach and even drop it entirely.”If it is getting business,then we have no business changing it,adds Chugh.The journey that started in the mid-80s as a single soap brand with sandal and turmeric has now expanded to include soap variants,talcum powder,deodorants,liquid soap and much more.