MUMBAI: Capturing the essence of Abhyanga Snan, also known as Holy Bath – a significant Diwali ritual followed across Maharashtra, Santoor Gold, a premium soap from the Santoor family launched a new TVC campaign.

Abhyanga Snan is a ritual performed on the morning of Narak Chatrudasi, the first day of Diwali. The ritual calls for an oil massage followed by a bath with specific ingredients that includes Chandan (Sandalwood) and Kesar (saffron) amongst others. Santoor Gold is made with the finest Kashmiri Saffron and goodness of Sandalwood that makes it the ideal soap to complete the ritual this Diwali.

Titled as ‘MyDiwaliRitual’, the TV commercial highlights a young woman assuring her worried mother that she is all set to celebrate Diwali the traditional way, with all the rituals starting with the Abhyanga snana as she has Santoor Gold with her.

Commenting on the campaign, Mr. S Prasanna Rai, Vice-President, Marketing, Wipro Consumer Care & Lighting, said, “For Indians, every festival is a wondrous and joyful event and Diwali is one of the biggest festivals celebrated. As significant the celebration of the festival is, the rituals are also equally important. Santoor Gold’s new campaign targets the contemporary Indian women who can now have one-stop solution to fulfil the rituals and get glowing skin.”

For over 35 years, Santoor has delivered on the promise of “Younger Looking Skin" through superior product offerings using natural ingredients. Over the years the brand has grown from a single soap brand to soap variants, talcum powder, deodorants, liquid soap, handwash, facewash and so on and has been constantly launching new brand variants and new products in tune with market demands and needs. Santoor remains as one of the most aggressive personal care brands in India.