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Liril soap has gone in for a brand makeover. Should be interesting.
After Hindustan Lever's charming fourth consecutive decline in quarterly profits (for the first quarter of 2005), it's time to submit to another kind of enchantment. So grab that TV channel-zapper and surf the audiovisual waves till you're well and truly splashed awake. Liril, Lever's freshness soap, has revived itself in its fresh lime variant, and so has its advertising campaign. To anyone who thinks, dreams and lives advertising in India, this is big news. Except that the cascading crescendo is not there anymore, with a bathtub having taken its place. And nor will you get glimpses of the limegreen bikini that generated so much heat back in 1974 when the original commercial hit Indian screens, the 'hot' element now being little more than the bite of a red chilly. And nor will you (wax your ears for a relisten) hear quite the same soundtrack that people associate so compulsively with Liril, its carefree exuberance having turned into a slow seduction of sorts. The response? Some accuse Liril of selling sexuality. Others, of selling out to the sense of humour of global brands such as Sprite (remember the woman trying to fizz her way to glamour in the fizzy tub?). Most seem reasonably wowed by a Liril that's zooming ahead 30 years in getting out those gasps, while getting just that wee bit more lyrical. The commercial, in case you haven't surfed well enough to catch it, features a couple that evidently likes to make the art of freshening up a matter of intense mutual stimulation. Such strategic sense-engagement, with some added finesse of craftsmanship, could open up several possibilities. That cascade, or even that crescendo, may still be on its way.
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