LIRIL ADVERTISING

A BACKGROUND

• Product of Hindustan UniLever Limited.

• LIRIL was invented in 1975, this Product is the brain child of Marketing guru Alyque Padamsee.

• Sold mainly in India, some parts of Asia and Europe.

UPS OF THE PRODUCT

The feelings of Freshness.

Exotique sensation of lemon-n-lime.

Coloured in Natural Green.

BRAND STRATEGY

• Positioned as Provider of Freshnes,confidance and cool & unique bathing expérience.

• Reflets self-expression,individual freedom & happiness of women aged between 15-40 years.

• Targated mainly modern urban women and marketised the product on urban areas.

• Liril should be shown as pioneer brand providing the original and classic way to feel fresh while bathing. Also, the Lime factor should be projected. HUL should stress on the fact that Liril keeps the skin healthy and lively. The original tagline of “Come alive with freshness” can be revived to stress on the core of this brand.

BRAND COMMUNICATION

Monitoring & Review:

The efficiency of communication programs can be reviewed through the ‘Reach, Frequency & Impact’ analysis of Ads. Market Research should be done by a reputed firm to ascertain the favorable change in consumer preference towards Liril brand. Also, projective techniques and free-association tests can be used to understand the brand associations throughout the PLC by during market research.

PRINT ADs

• Product appeared in market in early 80s.

• Print media was the only way of advertising.

• Ads had photo of model, the product with lemon and water bodies in background.

PRINT ADs

• Ads of 1975 & 1982.

• More or less indifferent from the presvious ad.

• Ads of 1988 & 1989.

• Just the model changing.

STP of LIRIL

• Liril positioned themselves in the premium segment of market.

• Earlier their target group was only women, for whom LIRIL was the 10-15 minute luxury bathing.

Révolution By First TVC

• By the collaboration of HUL and LOWE Lintas India LIRIL launched their first TVC.

• This TVC brought a big revolution for LIRIL on 1985.

• Karen Lunel, was the first model to act in the LIRIL ad, under a waterfall.

Ad Features

• After 1985 Liril have changed frequently,their model/actress their packaging, advertising strategy lot of things, but their Jingle- “LA…LA LA LA…..LA LA LA LA LAAAAAAAAA…”

background “waterfall”, & tagline remain the same up to 22 Years.

“come alive with LIRIL freshness”.

AD agencies

• The first AD agency for LIRIL was

LOWE LINTAS INDIA.

• Then LIRIL opted for Mc'Cann Erickson.

• Liril’s latest AD of LIRIL 2000 was made by LOWE LINTAS again.

Models & Actresses in Liril AD

• Karen Lunel in 1985.• Pooja Batra in 1993.• Aneesha Dalal in 1996.• Preity Zinta in 1997.• Hrishita Thakkar in 1999• Divya Palat in 2000.• Tara Sharma by 2001-2003. • Deepika Padukone in 2004.

LIRIL IN LAST 5 YEARS

•From last 5 years LIRIL has started changing its features(From 2007)

•The latest LIRIL soap named as LIRIL 2000, featured with Aloe-Vera and Lime extracts, which indicates “ 2000 sensitive points of human body”.

•The target customer for the brand new product is FAMILY, and the message carries through the AD is INTIMACY between family members.

THANK YOU

Thank you