Varun Dhawan, Mahesh Babu & Karthi together: Bollywood actor Varun Dhawan has been roped in for west & north markets, whereas Mahesh Babu and Karthi for Telugu and Tamil speaking audience respectively.

Soap brand called Santoor has signed popular celebrities for its multi-media campaign. This is the first time when Santoor is roping in celebrities from different regions simultaneously keeping local market in mind.

Anil Chugh, President- Consumer Care Business, Wipro Consumer Care and Lighting, said, “Through Santoor advertising we tell a new story about ‘Mistaken Age’ in 30 seconds. Focus of our communication is on the Santoor protagonist and key message of Younger Looking Skin. Celebrities helps us to deliver this message sharply in the film, apart from helping to break the clutter and gain high brand recall. Over the years we have carefully chosen celebrities for Santoor. Keeping the essence of Santoor in mind, stars Varun Dhawan, Mahesh Babu and Karthi were the perfect fit to tell our new story of the Santoor Woman.”

Commenting on the making of the TVC, Sonia Bhatnagar, Sr. Vice President and Executive Creative Director, ADK Fortune Communications, said, “The key strength of Santoor has been the uniformity in communicating the core proposition of younger looking skin while refreshing the context and reflecting the aspirations of the new Indian woman. Varun’s youth appeal, Mahesh Babu’s popularity and Karthi’s versatility make them the apt choices to reach potential consumers in their local languages.”

The campaign will include a mix of ad on television, outdoor, print shoots, and digital media marketing.