MUMBAI: Wipro has re-launched Santoor Glycerine bathing bar as Santoor PureGlo, with a new TVC created by Draftfcb+Ulka.

The key issues kept in mind while executing the TVC was that it had to drive the message that skin gets dry during winters and makes you look dull. As a research revealed that women generally experience skin dryness and dullness during winters and glycerine is seen as a moisturising agent that helps keep skin soft and supple. Hence, the new Santoor PureGlo (a special soap for winters) helps you keep your skin moisturized and gives a youthful glow even in winters.

Dwelling upon the thought process behind the creative, Draftfcb+Ulka creative director Dharmesh Shah said, “The creative idea is one of surprise. How an admirer is surprised by Santoor woman’s glowing skin even in winter, as winter tends to leave one’s skin dry and dull. Along with this the challenge was to embed it in the core of Santoor, which is the secret of younger looking skin”.