Home >> Industry-Briefing >> Article

Santoor signs on Anil Kumble

01-March-2011
Font Size   16
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.”
 

Tags Santoor Anil Kumble

Varun Raina, Marketing Manager, Airbnb India speaks to exchange4media about the successful #LiveThere campaign and how Bollywood helps them connect with its young consumer

Tim Castree is all praises for his team in India and trusts it to be a result of “an excellent execution of agency’s global strategy” headed by Kartik Sharma

Siddharth Dabhade says Criteo’s technology allows brands to engage with shoppers, create relevant experience on retail apps, thereby driving sales and profits

Shantanu Gangane says OTT platform Viu plans around 20+ originals and is all set to enter the Tamil market with a mix of syndicated and original content

right
left
OFF THE CUFF HAS JOURNALIST ARUN SHOURIE IN CONVERSATION WITH SHEKHAR GUPTA IN MUMBAI IAA HOSTS FIRST INDIAA REGIONAL AWARDS (TELUGU) IN HYDERABAD BREAK THE CEILING TOUCH THE SKY 2018 SEES OVERWHELMING INDUSTRY PARTICIPATION 10TH EDITION OF ABC EUREKA AWARDS IN MUMBAI CELEBRATES WORK OF PARTNER AGENCIES EMINENT JURY PICKS LOUDEST’S 100 MOST POWERFUL INDIAN MUSIC BUSINESS LEADERS MODE LOFT BY SABGROUP LAUNCHES SIGNATURE MENSWEAR POWER DRESSING CLOTHING LINE TOP MARKETERS DISCUSS ART AND SCIENCE OF EFFECTIVE LISTENING @PITCH CMO SUMMIT 2018, DELHI THIRD SEASON OF ‘INDIA’S TOP DIGITAL PLANNERS’ RECOGNIZES EXCELLENCE IN THE DIGITAL INDUSTRY WOMEN ECONOMIC FORUM 2018 SEES DISTINGUISHED GLOBAL PERSONALITIES IN ATTENDANCE PEPPER CREATIVE AWARDS 2018 RECOGNIZE THE BEST IN ADVERTISING IN SOUTH INDIA RADIO CITY’S POWER OF RADIO MEET HOSTS TOP ADVERTISING INDUSTRY LEADERS TOP INDUSTRY PERSONALITIES ATTEND ZOOM-MYNTRA EVENING TO CELEBRATE THEIR PARTNERSHIP LEADING MARKETERS, EXPERTS SHARE INSIGHTS ON DIGITAL TRANSFORMATION @ADOBE SYMPOSIUM IN MUMBAI NICKELODEON TRADE PARTY SEES MARKETING INDUSTRY LEADERS AND THEIR FAMILIES IN ATTENDANCE GOLDEN MIKES RADIO ADVERTISING AWARDS 2018 RECOGNIZE INDUSTRY’S MOST DESERVING ACHIEVERS AIMA MANAGING INDIA AWARDS HONOUR THE BEST IN THE INDUSTRY BW BUSINESSWORLD’S GREAT INDIA DEBATE BRINGS TOGETHER INTELLECTUALS ACROSS INDUSTRY SECTORS BW BUSINESSWORLD SMART CITIES CONCLAVE PATNA 2018 SEES EMINENT INDUSTRY LEADERS IN ATTENDANCE EMINENT JURY PICKS WINNERS OF GOLDEN MIKES RADIO ADVERTISING AWARDS MADDYS 2018 SEE TOP ADVERTISING AND MARKETING INDUSTRY LEADERS IN ATTENDANCE

Radio Mirchi maintained its top spot while Fever FM replaced Big FM at the second spot in Kolkata

Singh explains why marketers should focus more on maintaining the core essence of a brand and not just innovations

Venkat brings with him over 20 years of extensive experience of working in media, creative, cultural and knowledge industries on several international projects in over 30 countries.