Santoor has appointed Tilt Brand Solutions as its creative agency on record (AOR).

The brand will partner with the agency to conceive and execute all aspects of marketing, brand, communication, and content across media and platforms. 

The focus will be on strengthening relevance with existing consumers, while expanding the brand’s appeal across newer geographies, segments, and channels.

The partnership marks a strategic collaboration aimed at supporting Santoor’s next phase of growth and strengthening its brand momentum in a dynamic and evolving market landscape.

S. Prasanna Rai, chief marketing officer (CMO), Wipro Consumer Care & Lighting, said, “We are pleased to partner with Tilt Brand Solutions for Santoor. As the brand continues to evolve and engage with a new generation of consumers, it is important to bring in fresh thinking and strong creative capabilities. Tilt’s understanding of the category and their approach to storytelling aligns well with our vision for Santoor, and we look forward to building a strong and impactful association together.”

Joseph (Joe ) George, chairman and CEO, Tilt Brand Solutions, added, “This appointment is hugely exciting and comes with a great sense of responsibility. Santoor is an iconic brand with a strong legacy, and we are committed to strengthening its relevance and reach. We look forward to bringing our collective experience and expertise across strategy and storytelling to do justice to Wipro’s faith and confidence in us.”