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Santoor signs on Anil Kumble

01-March-2011
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Santoor signs on Anil Kumble

Santoor, the third largest soap brand in India has roped in legendary leg spinner Anil Kumble to star in their latest TV commercial. Kumble follows the likes of Saif Ali Khan and Madhavan who have successfully ensured Santoor strikes the right chord with its core audience of middle-class women.

With the onset of the cricket World Cup followed by IPL 4, Kumble is the perfect choice to connect with the increasing number of women who keenly watch the cricket match ball by ball on TV. A fact reinforced by a 25% increase in viewership amongst women from IPL 2nd edition to IPL 3rd edition.

The 25 year old beauty soap brand has over the years evolved the tradition of celebrating the success of women in various fields. This commercial with Anil Kumble has captured the spirit of the Santoor woman as she beats a few boys in a game of cricket that impresses the cricketer. The commercial resonates with the confident woman of today.

According to Mr. Anil Chugh V.P. WIPRO Consumer Care Bangalore, "Santoor has been growing rapidly and one of the reasons for this is the consistency in communicating our core proposition while keeping the message contemporary over the years. The challenge this time was to leverage the growing trend of women enjoying cricket while simultaneously delivering the brand promise in an entertaining manner.”

On Anil Kumble being chosen as the brand ambassador, Anil Chugh went on to elaborate, “Anil Kumble fits with our brand personality and was best suited for the role in the script of a highly respected cricketer and mentor for young aspirants."
Anil Kumble commented, “I am happy to be associated with an established brand like Santoor which has consistently delivered the goodness of trusted natural ingredients over 20 years. Also, I found the script interesting which captured the growing popularity of cricket amongst women.”
 

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