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