Santoor, the flagship brand from Wipro Consumer Care & Lighting, has launched a new television commercial (TVC) for Santoor Lime, centred on the idea of an everyday recharge amid increasingly busy routines.
Positioned around the promise of “3x freshness,” the variant offers a lasting sense of rejuvenation after every use as Santoor Lime blends lime, aloe vera and menthol to deliver a cooling bathing experience.
The TVC, conceptualised by Tilt Brand Solutions, follows a teacher who is also a mother, managing responsibilities across school and home. As her day progresses, the strain begins to show—until a brief break shifts the moment. A shower with Santoor Lime captures this transition, showing her emerge feeling “100% recharged” and ready to continue with her day.
Commenting on the campaign, S. Prasanna Rai, Chief Marketing Officer, Wipro Consumer Care, said, “We have strengthened our freshness proposition by combining the benefits of three ingredients of Lime, Aloe & Menthol for a more complete and refreshing experience. The campaign reflects this by bringing alive a relatable moment of transition – from feeling drained to feeling ready to take on the day again.”
Adarsh Atal, Chief Creative Officer, Tilt Brand Solutions, added, “The campaign brings alive the idea of moving beyond simple freshness to feeling recharged. Using the metaphor of a battery running low and powering back up, the film captures the dip in energy through the day while balancing multiple responsibilities. This helps dramatise the shift from feeling drained to recharged in a way that is both simple and relatable.”
The campaign will be rolled out across television and digital platforms as part of an integrated outreach strategy.
Santoor Lime is available across retail outlets in Andhra Pradesh, Maharashtra and Gujarat, and on leading e-commerce platforms, in 100g & larges pack sizes.