Santoor, the flagship brand from Wipro Consumer Care & Lighting, has appointed Tilt Brand Solutions as its creative agency on record (AOR), marking a strategic move to strengthen its brand journey.
Under this mandate, Tilt Brand Solutions will lead end-to-end responsibilities across marketing, brand strategy, communication, and content execution for Santoor, spanning multiple platforms and media touchpoints.
The partnership is aimed at reinforcing Santoor’s relevance among its existing consumer base, while also expanding its appeal to newer geographies, segments, and evolving audience cohorts. As the brand looks to connect with a younger generation, the focus will be on bringing fresh creative thinking and impactful storytelling to the forefront.
S. Prasanna Rai, CMO at Wipro Consumer Care & Lighting, highlighted the importance of evolving with changing consumer expectations, noting that Tilt’s understanding of the category and storytelling approach aligns well with Santoor’s vision for the future.
Joseph (Joe) George, chairman and CEO of Tilt Brand Solutions, described the mandate as both exciting and responsibility-driven, given Santoor’s strong legacy in the market. He emphasised the agency’s commitment to leveraging its strategic and creative expertise to further strengthen the brand’s positioning and reach.
This collaboration signals Santoor’s intent to build on its established equity while adapting to a dynamic and competitive landscape-setting the stage for its next phase of growth through sharper, more resonant brand communication.
