Santoor is India’s most loved and largest selling beauty soap among women. Santoor wanted to create a relevant campaign to connect with young voters during the elections. But, the big question we were grappling with was – what could a beauty brand say during the elections?

Most research indicated that Indian youth were disillusioned with politics and voter apathy was high among youth. During the height of the election season, #fashion and #beauty were trending more than #voting. So, our goal was simple – to bridge the gap between beauty and the ballot. To make voting just as trendy and beautiful. We wanted young women to not just look young, but to think young too.

Client: Santoor
Advertising Agency: ADK Fortune, Bangalore, India.
Executive Creative Director: Sonia Bhatnagar
Senior Creative Director/Head of Art: Siju RS
Senior Creative Director: Kedarnath Gupta
Art Director: Arjun TK
Copywriter: Shashank Kumar
Planner: Hinita Lala