The waterfall beckons

One of the first reactions to the word Liril is the company’s unforgettable jingle from the nineties. The second would be remembering the image attached to it — that of a young woman under a waterfall. If you think that montage is a thing of the past — you’re wrong. The visuals of a young woman having a gala time under a waterfall in the HUL group company’s newest ad invoke the same feelings. So, why is HUL turning the back the clock? 

The company’s spokesperson says, “The commercial is a modern rendition of the original and is designed to get Liril back into the hearts and homes of the consumer. The secret to creating new advertising about long-standing brands is to stay true to the core elements of what the brand is made of. What people remember is the original promise — the character, visual appeal, colour and sound. Re-launching such brands is about going back to their roots.”

The campaign is in contrast to the past few Liril TVCs, which harped on the soap’s health benefits. The spokesperson adds, “Our other product, Liril 2000, was created to build on the ‘health’ platform. While the move was successful, there is also a need to tap into the overarching equity that was based around spontaneity and freshness.” Whether Liril makes its way back into our bath times or not, the ad makes for a good dose of nostalgia.