MUMBAI: Wipro Consumer Care and Lighting has relaunched its soap brand, Santoor, which includes introduction of new fragrance, shape, packaging and formulation.

Wipro Consumer Care & Lighting senior vice president Anil Chugh said, “We have retained the original goodness of Santoor and enhanced the offering by introducing new fragrance and formulation. With the new Santoor we seek to strengthen our leadership in our core markets and grow by appealing to new consumers in other markets.”

According to Chugh, “Santoor has been growing faster than the industry and gaining share. One of the reasons for this is the consistency in communicating our core proposition of younger looking skin while keeping the message contemporary over the years. Also, our focus on providing the right value to the customer has contributed significantly to the brands success.”

In an official communiqué, the company stated that Santoor is the third largest soap brand in India and the largest selling brand in rural Maharashtra (value MS- 25.6%). Bollywood actor Saif Ali Khan will continue as the brand ambassador.

Chugh said, “Over the years Santoor has carefully chosen celebrities to endorse the brand and it has worked well for us. Saif Ali Khan is a very well known and successful actor in India and has worked well for the brand in the past. He fits the brand personality and is best suited for the role.”

Khan said, “I believe brand endorsements are partnerships which go beyond what one sees on TV and Print. Santoor enters a new era with some exciting strategies and dynamic plans. Santoor is a leading brand in India and I look forward to making our association a mutually excellent one”.

Santoor ads featuring Khan will break out on television by mid-March and the proposition of “younger looking skin” is interestingly weaved in with the celebrity Saif Ali Khan.