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For a brand of soap named after a musical instrument, Santoor runs a curiously visual ad campaign.
Santoor is a soap brand. A soap brand that contains sandal essence. That's not odd in itself. Nor is the fact that it is named after a musical instrument (one with strings too). Nor even, at a stretch, is it all that weird that it's a brand owned and marketed by a company known across the world for computer software (though if you tell 'em about the soap, you could watch jaws drop in digitised disbelief). What is indeed interesting (as in really interesting), you could argue, is the brand's advertising. The very resilience of it. Since anytime anyone can remember, Santoor has had the same story to tell, the same proposition to make, the same dream to sell. It's not an ad you would expect. It does not feature the santoor, an instrument that has a listenership best described as 'niche' even within the wider world of Indian classical music. No, the audio appeal is left to the visual imagination. On the face of it, the ad for Santoor is just another ad. Yet, it dares to defy the conventions that hold most multinational brands in their box of market presumptions. It features a mother. A mother who defies age. A mother who defies age to retain the crystal gaze of a face all too bridal to resist.
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