Tilt Brand Solutions has been appointed to lead end-to-end brand, communication, and content strategy for Santoor, owned by Wipro Consumer Care and Lighting. The mandate focuses on bringing a sharper storytelling approach to connect with evolving consumer expectations while building on Santoor’s strong legacy.
The partnership aims to drive cultural relevance and modern engagement, especially as legacy brands adapt to younger, digitally native audiences. By combining strategy, creativity, and platform-first content, Tilt will work to refresh Santoor’s narrative while retaining its core brand identity.
According to Prasanna Rai, the collaboration is about introducing fresh thinking and stronger creative capabilities aligned with the brand’s evolving vision. Joseph George also emphasised the responsibility of enhancing Santoor’s relevance while leveraging its iconic positioning.
This move reflects a broader trend where established FMCG brands are investing in modern storytelling and cultural alignment to remain competitive in a rapidly changing media landscape.Legacy brands must evolve through storytelling and cultural relevance to engage new audiences.
Bottom line: Santoor’s partnership with Tilt signals a shift toward strategic, content-led brand building that balances heritage with modern consumer expectations.
