Mumbai: Santoor has announced the relaunch of its classic sandalwood and turmeric soap, Santoor Orange. The relaunch comes with 'Young Soch' as the renewed and fresh take to connect with young consumers.

Signaling a bold transition, the 'Young Soch' campaign aims to disrupt common stereotypes and long-standing perceptions about a woman’s identity. The Santoor woman of today is limitless with a young and fresh take to life, urging women to say yes, why not... ‘kyon nahi?’ Her child is also a part of this exciting journey, supporting her mother and bearing witness to her accomplishments, emphatically expressing… ‘kyon nahi?’

The product upgrade further comes with new packaging, improved fragrance, and better moisturization.

Speaking on the relaunch, Wipro Consumer Care & Lighting India and SAARC business consumer care chief executive Neeraj Khatri said, “Santoor is the flagship brand of Wipro Consumer Care. For over three decades, millions of Indian women have trusted Santoor. Today, Santoor sandal and turmeric Soap is synonymous with younger looking skin. As part of our growth strategy, Santoor seeks to constantly innovate to match the ever-changing needs of the new-age consumers. The upcoming refreshed version of our flagship and best-selling product is a testament to our commitment. We are confident that this transformation will accelerate our growth by not only strengthening our premium positioning in the market but also making us one of the most aspirational brands for consumers.”

Adding to it, Wipro Consumer Care and Lighting vice president- marketing S Prasanna Rai said, "The key strength of Santoor has been the uniformity in communicating the core proposition of younger looking skin while refreshing the context and indicating the aspirations of the young women today. 'Young Soch' is at the heart of Santoor’s brand purpose of inspiring dynamic women today. Keeping the essence of Santoor in mind, we are trying to tell a brand-new story of the Santoor Woman.”