La lara la la…Liril

This soap is targeted at the women especially young women. The positioning of the brand is around the basic theme of ‘Freshness’. Liril was the courageous brand that first brought ‘sex appeal’ in the Indian advertisement arena. The vintage Liril ad shows semi-clad girls bathing in a water-fall and singing the famous jingle: ‘La lara la la…’. In early 2000s Liril launched different variants like Icy Cool and orange. Deepika Padukone was used in the ads of Liril orange. But consumers did not accept the change is the positioning of Liril. Very recently HUL is trying to position the brand again on the basic theme of ‘Freshness’. At the same time to increase the target segment and broaden the appeal the tagline has changed from ‘Freshness of Lime’ to ‘Freshness for any season’.

Liril ads have shown many fresh beautiful girls who have later become famous names in bollywood. The list starts with former Air-India hostess Karen Lunel and continues with names like: Pooja Batra, Hrishita Bhat, Tara Sharma, Preity Zinta, and of course Deepika Padukone. Please find below some snapshots of some famous Liril ads:
Early 1980s – Karen Lunel

Late 1980s – Tara Sharma

Early 2000s – Deepika

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About Dr. Angshu

Dr. Angshu is the founder and owner of TNMG: The Next Marketing Guru. He is a PhD and MBA in Marketing from XLRI Jamshedpur. Currently he is leading large scale marketing, research & analytics projects as part of Strategy & Insights team at Star India, India’s no. 1 Media & Entertainment company. In his last job, he was heading Consumer Insights function for Spice Group. Earlier he has worked for Wipro Technologies and managed IT projects for marketing division of a Fortune 100 company. Dr. Angshu is a Visiting Professor at XLRI and IMT Ghaziabad. He has published multiple research papers on marketing, social media and luxury consumption. Recently he has published a book titled “Influence 2.0: How Social Media WOM Influences You" published by reputed international publishing house Lambert Publishing. Other than work and academics, he is a social media addict, big foodie and amateur pianist. You can contact him by: Gmail | Facebook | LinkedIn

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