When you talk of iconic Indian brands, one name which features in any conversation is Liril. Launched in 1975, thiswas the ad, and the brand, which revolutionised the world of Indian advertising.Liril has always had an association with freshness. The image of Karen Lunel in a lime green swimsuit under thewaterfall, accompanied by the jingle µLa la la«..¶ is one which resonates with the idea of freshness, and is still deeplyentrenched in the minds of the public even today. Her carefree cavorting under the water was seen as a powerfulsymbol synonymous with women¶s liberation taking place at that time. Moreover, the bikini scandalised the nation,which meant that nobody would be able to forget the ad in a hurry. Lunel reigned as the Liril girl for a long time, andestablished a precedent which was hard to replace. The Liril girl became one of the brand¶s strongest advertisingproperties, and try as they might; HLL and Lowe were not able to remove the Liril girl from her position.Liril was an experiential brand, and the communication fully supported that. Indian women took to it straight away. For the average Indian woman who was surrounded by chaos, in-laws, husband, and children, the ten minutes in theshower were her own, where she could day dream. Seeing Lunel under the waterfall was akin to seeing that dreamcome true, and every one of them could relate to it. That¶s one reason the brand became a category leader within ayear of its launch.It¶s also a testimony to the genius of Ad Guru Alyque Padamsee, whose career took off after the Liril campaign. Infact, he relates an interesting anecdote leading up to the launch in his book, µA double Life¶:³
The name Liril had been registered by Hindustan Lever from a list sent to them by Unilever in London. Levers werevery keen that the soap have striations, wiggly stripes of different colours running across the tablet. I recommended the tablet be blue -- because waterfall is blue with white striations. Hindustan Lever was very excited and produced 1,000 tablets for testing. At this point Derk Wooller, the Marketing Controller of Hindustan Lever¶s soaps division,stepped in and suggested we add the freshness of lime to our story. He felt that though the waterfall had tremendousemotional appeal, Liril needed a rational ingredient to clinch the deal. I was not averse to this but suggested that wedo an `As marketed¶ test: Blue Liril versus Green Liril with limes. I was wrong and Wooller was right. The rest ishistory.´
Although the Liril girl changed with time, the brand imagery remained the same for 25 years, which is a testament tothe power which this brand exuded. Even after going through various phase of repositioning, this image is still notforgotten. The brand has now been withdrawn and launched in a new avtaar of Liril 2000 targeting families; the LirilGirl still persists in the memory of Indian consumers though!
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HUL kiss Liril Girls goodbye as it turns family way
y PTI Sep 15 2009 , New DelhiTags: FMCG
FMCG major HUL, known for launching starlets popularly known as 'Liril Girls' through advertisements
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