Santoor, a flagship brand of Wipro Consumer Care & Lighting, has unveiled a new campaign for Santoor Lime, spotlighting the need for a quick yet effective recharge amid busy routines.
At the centre of the campaign, which has been conceptualised by Tilt Brand Solutions, is the idea that freshness today needs to go beyond a momentary feeling.
The campaign film follows the life of a woman constantly switching between her responsibilities as a teacher and a mother. As the pressures of the day begin to catch up with her, the narrative shifts through a simple pause that helps her regain energy. The TVC uses this moment to showcase Santoor Lime as a refreshing reset that helps her feel recharged.
Commenting on the campaign, S. Prasanna Rai, Senior Vice President - Marketing, Wipro Consumer Care & Lighting said, “We have strengthened our freshness proposition by combining the benefits of three ingredients—Lime, Aloe and 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 amplified across television and digital platforms as part of an integrated roll-out.
