In a move that signals a fresh creative direction, Santoor has appointed Tilt Brand Solutions as its Agency on Record. The partnership marks a strategic shift for one of India’s most iconic personal care brands as it looks to stay culturally relevant in an increasingly competitive market. Reinventing a Legacy Brand For decades, Santoor has held a distinctive position in Indian households, known for its consistent messaging and strong brand recall. But in today’s fast-evolving consumer landscape, legacy alone isn’t enough. With younger audiences, changing media habits, and rising competition from digital-first brands, the need to evolve creatively has become critical. Why Tilt, Why Now? Tilt Brand Solutions has built a reputation for crafting sharp, insight-driven campaigns that blend storytelling with cultural relevance. The timing of this partnership is equally important as brands compete for attention across fragmented platforms. From Consistency to Cultural Relevance Santoor’s long-standing communication has been rooted…
