Santoor Centre Stage
Empowering Women, Enriching Lives
SITUATION: Santoor, a leading soap brand, had always portrayed women as the epitome of motherhood, beauty, and talent, sending a message that beauty is ageless. However, millions of talented women bury their passion to prioritize family and responsibilities. Santoor wanted to impact the lives of such women, inspire and encourage them to take the big leap and pursue their dreams.
CHALLENGE: To create an integrated campaign that resonates with women across India, motivating them to showcase their hidden talent and take the Centre Stage.
IDEA: Santoor started its search for the internet’s next biggest singing sensation, launching the Santoor Centre Stage campaign. Talented women were invited to participate by recording a 30-second video of them singing the Santoor song ‘Ae zindagi tu sun’ and uploading it. The campaign aimed to provide a platform for women to showcase their talent and fulfill their aspirations.
IMPLEMENTATION: After receiving hundreds of entries, Santoor narrowed down the search and mentored a group of women to sing in front of award-winning lyricist Swanand Kirkire and acclaimed composer Sameer Uddin. Nivedita Ingle, an underdog, won the unanimous decision, securing the chance to take the Centre Stage. The campaign not only provided a stage for these women but also showcased their inspiring journeys and lifelong friendships.
IMPACT: The Santoor Centre Stage campaign made a significant impact on women across India, inspiring them to showcase their talents and pursue their dreams. The campaign received massive engagement, with over a million views on social media and a 300% increase in sales for Santoor soap. The campaign not only empowered women but also enriched their lives.
