I have never bought a santoor soap bar. But have always remembered the ads because for years the core message has been the same - younger looking skin. That, combined with the 'mummy' shout at the end of each commercial, made a santoor ad.

The new campaign with glycerine santoor is an obvious attempt to beat other more young brands. Dove's real women, Lux's gorgeous celebrities and Pears' consistent clear story makes for tough competition. Margo - a good product with a proven promise - could not make much of an impact with Rani Mukherji's star power.

The entire campaign to me falls flat because of the product itself. Are women  looking for good glycerine soaps? I am not. If I knew why glycerine is good for my skin, I would buy Pears. But I don't because glycerine means nothing to me.

So why did Santoor decide to switch to glycerine? If some consumer research told them that's what consumers are looking for, then atleast tell me why glycerine is good. And on top of that give me a reason to buy your product over a time-tested product like Pears.

Without a clear product proposition, cover page innovations, silly radio spots with a completely unconnected 'message not clear', don't work for me. Just feels bad that a challenger brand spent so much money without thinking it through. Or so it seems!