The new spot has been produced locally in Nigeria making it a departure from the TVC which ran three years ago and had been a continent-wide campaign. The spot is a master brand campaign, promoting the Tura brand as a whole, rather than the several Tura brand name products. Tura is better known for its flagship and pioneer brand product –Tura Medicated Soap. Three years ago, largely in response to competition, it introduced several new brand variants aimed at different market segments. These include a range of Tura anti-bacterial toilet soaps, and general purpose bath soaps—The Tura Supreme range and an upscale, Tura Pearl bath soap.

Unlike rivals medicated soap makers including Reckitt Benkincser with brands --Tetmosol and Dettol who shook up the medicated soap market by launching anti-bacterial variants, Tura International has done little advertising over the past two years to support its brand products.

The new TV spot may indicate that Tura wants to get back seriously into reckoning in all of its market segments.