MUMBAI: Wipro Consumer Care and Lighting (WCCL), the FMCG arm of Wipro Ltd. has relauched its soap brand Santoor and has roped in actors Saif Ali Khan and R Madhavan as their brand ambassadors.

The duo will star in Santoor’s new communication campaign. The company hopes that this move will further bolster Santoor’s presence in the Rs 50 billion (Rs 5000 crore) toilet soap market today.

The relaunch is part of Wipro’s efforts to increase their market share nationally by consolidating their presence in South and to tap into the north market too. The signing of the two celebrities as brand ambassadors is a first for any player in the toilet soap category.

Wipro Consumer Care & Lighting vice president – marketing Kumar Chander said, “We believe that the new commercial, which coincides with the relaunch will put the brand in a new light and attract non users. The relaunch activity will help Santoor to consolidate its presence in the South and to gain in new markets.”

“Our celebrities Saif and Madhavan have been identified after a significant market research campaign as to what consumers find desirable and aspirational. The study threw up facts that these parameters are different in the North and South. This has prompted us to sign up two celebrities for the brand,” he added.

Santoor, the flagship brand of WCCL with a retail value of Rs 4 billion (Rs 400 crore) has seen a more than 20 per cent growth rate in the last three years as against a category growth rate of two – three per cent.