Liril Campaign startegy

Liril journey and campaign

Launched in 1975

Positioned on the platform of freshness from its

lime ingredient.
Color of the soap resembles with green and
lemon that gives the idea of freshness

Market segment and positioning

Household and working women are targeted
The soaps pitch was that she should use some

time to relax and try and escape into a world of

fantasy.
Idea of a girl bathing under a waterfall
The visual cues of a waterfall, a woman bathing
under it and a signature tune
The Liril tune "Laaa...la....la...la...la..." Signature
Liril tune is one of the most memorable ever in
Indian advertising.

Campaign since 1975

The first ever brand ambassador appointed by

brand Liril from 1975-87 was Karen Lunel

Liril comes Alive!, Come Alive to Liril Freshness,
The Freshness Soap, Makes a fresh new woman
of you.
Anjali jatthar 1991 Fresh new liril, Liril tajgi
Pooja batra 1993 Non stop fresh - Keeps you
fresh wherever you go, go
Priety Zinta looks like she is having a lot of fun
1997
Hrishita thakar 1999 rain fresh Taazgi me Tunn

Customers View
Itching free skin fresh reduces pimples

Refreshing smell sense of freshness

Suitable for all skin types and removes body odor
I simply love Liril! The smell, the colour, the clean

and fresh Customers loyality

Smells like toilet cleaners
Restricted target segment to women only
I couldnt imagine Liril another colour! brand
image

Challenges faced
The Liril Girl is one of the brands strongest

advertising properties.
Idea of lime and green leaves with liril brand is
positoned in the minds of consumer difficult to
break
Liril came up with a variant Liril Rainfresh
Taazgi me Tunn - couldnt do well
Blue color of the new variant was not appealing

Propositions
Liril targets women new range of women

products can be created that supports the idea of

freshness.
These may include face washes, talcum powder,
deodorants, body lotions.
Smell of liril soaps is not appealing to few
consumers, a new variant with less pungent smell
can be introduced
Introduction of new products target families,
men with a new brand name

Thank you