Tuesday, April 12, 2005

La la la la - no more

The channel is Star World.
The background is white.
A metrosexual type man, a foreign looking woman.
She has a blood red mirchi in her mouth.
He is licking drops of water off her back.

Instinctively, I finger-flick to another channel. It could be an ad for some fancy perfume. On the other hand, it could be a condom.

My five year old daughter Nivedita is sitting right next to me and if it's the latter I really don't want to deal with her never-ending questions.

Sex education is essential but but I don't want a child prodigy in that particular area.

A few seconds later I flick back and to my shock, it's an ad for LIRIL soap. Um, what exactly were they thinking???

Goodbye waterfall
So, the girl and the waterfall became repetitive and boring. The success of the brand became a millstone around its neck.

They tried girls dancing in deserts, on glaciers and even an orange variant. It must not have worked, so they decided to do something drastic.

"The new Liril Soft Aloe Vera and Lemon campaign will focus on naughty intimacies among married couples instead of the erstwhile iconic `waterfall' campaigns, " notes Hindu Businessline.

Why this won't work
A brand - like a city - is built on a certain heritage.
Yes, it can be tweaked to a certain extent but if you want to simply throw it ALL away, why not just launch a new brand. Why use the name Liril at all?

a) The ad look/ feel/ jingle is not Liril. There is some la la la going on in the background (I think) but not evocative of the original tune at all.

b) Selling point is no longer freshness but lemon + aloe vera ie freshness plus soft, supple skin.

As a soap, it may be quite nice actually (the packaging and shape look interesting) but it's not LIRIL.

Secondly, the 'married' couple bit does not come across. Which married couple in India looks/ behaves like THAT?

Thirdly, what is this obsession with fair skinned/ light eyed models? How is the Indian consumer supposedto identify with the situation??

Lastly, the red mirchi makes absolutely no sense. Is the soap fresh, or hot?

For all these reasons, I think the ad will bomb. Reminds me of the classic 'new Coke' fiasco which actually led to the old Coke being brought back with a vengeance! Bet the old girl under the waterfall will make a similar comeback in 6 months time...

Phir bhi
I must however commend Hindustan Lever for taking the risk of doing something different. This particular attempt may fail but some of their other advertising experiments are worth noting.

The 'do bucket paani hai bachaana' campaign for Surf and the Lifebuoy ad where kids clean up their neighbourhood are both very bold departures from conventional soap/ detergent advertising. They're in fact what you might call 'socially relevant'.

These ads are being noticed - and achieving a positive impact. An impact which should, eventually, get reflected in sales figures. But probably won't - in the short run.

Which means things will soon be back to 'safedi ki jhankaar' type advertising.

Sometimes I wonder what would happen if soap/ detergent advertising was banned from television for a year. Would we stop buying and become filthy/ unhygienic cretins?



20 comments:

  1. Have to differ with you this time, I don't see anything cool (socially relevancy included) in both of the Ads.

    Ads these days are only about associating meaning to products, there is no way I can with the help of these Ad's ( or otherwise ) associate Surf with Water conservation and Lifebouy with a clean street.

    ReplyDelete
  2. actually the ad made me wonder why is Shabana diluting (no pun intended!) her brand !!

    ReplyDelete
  3. Hi.
    Interesting, that somebody else has blogged on the new liril ad too.

    ReplyDelete
  4. oh yes, I was appalled when I first saw the Liril ad... I did think it was an ad for a condom - why so much sweat and steam for a soap? (sweat I can still understabd :)) that too a brand like Liril - where is the 'freshness' associated with the brand - created at a time when USP in Indian advertising was still a novelty - and so carefully cultivated over all these years? I am also surprised that Levers has passes sucha bold ad... is this a sign of desperation?

    ReplyDelete
  5. And what about the New Kwality Walls- Pleasure up! ad. Sheeesh. C'mon man, Ice-cream as phallic symbol is like the oldest cliche in the world. Give us something new, will ya. 'The big F' was still better.

    ReplyDelete
  6. One thing that bugged me was the Pond's ad, in which these guys coolly hijacked the incident in which a girl refused to marry a guy because his parents asked for dowry.
    Ditto with Fair and Lovely, where they unFairly hijacked Mandira Bedi's success(?) by potraying a girl who becomes a successful cricket commentator by using F&L.

    ReplyDelete
  7. Hey MAnish.. your blog gave the liril ad the thumbs up???

    Anyway i think it was pretty cool and i think the ad is gonna do well.

    ReplyDelete
  8. Hey MAnish.. your blog gave the liril ad the thumbs up???

    Anyway i think it was pretty cool and i think the ad is gonna do well.

    ReplyDelete
  9. haven't bothered to go through the comments ,but here's my take--the thing is liril is going for a new image-nothing wrong with that-they are taking the risk-they have to..the sales for this particular product are not growing-they are at the best remaining stagnant-so hindustan lever basically has no choce but to turn the entire lalalala concept on it's head and go forward and do something els+
    i do believe taht the so-called socially relevant ads will work..why,just

    ReplyDelete
  10. Yep, at first i too thought that it's an AD for a condom...but err... only later to realize that it was an ad campaign for a soap.

    Dudes, this ad's gonna hit the rock.. koi dum nahi.. thumbs down for this one!

    ReplyDelete
  11. Anonymous6:16 PM

    "Which married couple in India looks/ behaves like THAT?"

    And what makes you think that indian couples dont like SEX ?

    btw, some cheap sex on tv never hurts. Whats so bad about this ad?

    After all,they arent showing anal sex or something like that ;)

    ReplyDelete
  12. priya5:05 PM

    strange to find a comment like the one on the married cpl on a youth curry blog :S i mean, ok, the ad aint all that great, but some ppl that age do behave that way in india.
    well..to each her own, agree with the condom ad-like look bit tho.

    ReplyDelete
  13. प्रासंगिक विज्ञापन
    http://akshargram.com/nirantar/0505/chittha-zordar

    ReplyDelete
  14. Anonymous8:35 PM

    In case anyone cares, the original "La la la" tune is
    KLAUS DOLDINGER - WILD FRESHNESS - album: POPSHOPPING VOL. 1
    You can listen to a bit of this at http://www.moviegrooves.com/shop/popshopping1.htm

    Cheers, Mahesh

    ReplyDelete
  15. Anonymous8:36 PM

    Looks as though the tune was orignally made for a German ad.

    Cheers,

    Mahesh

    ReplyDelete
  16. The jingle in the bnackground sings.. LA..IRA..ILA...take out all the "A" nad u get LIRIL...the jingle is so nice...yet really youthfull...its nice ..it never depicts them as married couples...why to take them as married, when they could also be otherwise..and why should there be sex only between husband and wife??..I think we need to come out of this mentality.and why not!!. The Liril was never targeted at the typical "Indian" girl too..which Indian Girl used to come out in shorts for a bath... I think more than the reality, ads that capture the virtual(where men(or women) wants to see him/herself would be more successfull)..If Ads had to show reality, then can be no ads for anything..I too agree with the preception that Indian ads are still in the fair skinned, blue eyed females age..but then, as I told, when people are so obsessed with skin colour(think of the reception that Fair and Lovely used to get before the ad bombed)...ad fellows would obviously try to exploit it

    ReplyDelete
  17. Anonymous12:14 PM

    "Secondly, the 'married' couple bit does not come across. Which married couple in India looks/ behaves like THAT?
    "

    hey i am not married but i am sure i will do THAT everyday . ha ha ha ha :p

    now where will i find a girl who looks like THAT?

    ReplyDelete
  18. 减速机 齿轮减速机 SEW减速机 摆线针轮减速机 蜗轮蜗杆减速机 interlining
    明星代言 明星经纪公司
    制动单元 铝壳电阻
    modern abstract art sofa manufacturer
    净水器 开水器 净水机 净水 软水机 软水 直饮机 家用净水 家用净水器 家用净水机 中央净水 中央净水器 水家装 水家电 水卫士 混合机
    过滤机 DHL快递 俄罗斯签证 回转支承 Laser marking
    保险箱 法兰 法兰标准
    polycarbonate sheet 回流焊 波峰焊
    压球机 注册上海公司 儿童摄影
    牛皮癣 皮肤病 制氮机
    食堂售餐机 校园一卡通
    学校一卡通 ic卡售饭机
    食堂售饭机 深圳一卡通
    广东售饭机 机电设备安装
    北京发票 代开发票
    餐饮发票 住宿发票
    广告发票
    网络电话 免费网络电话
    假发 补发
    织发 植发
    压滤机 板框压滤机
    蒸馏水机 纯蒸气发生器
    上海搬家公司 上海搬场公司
    大众搬家 大众搬场
    张家界旅游 香港旅游
    深圳旅行社 打包机
    收缩机 对讲机 电源模块
    血管栓塞剂
    售饭机 水控机 水控器
    萎缩性胃炎 neoprene laptop bags
    SEO优化
    SEO优化 计量泵
    胃炎 胃病
    冷水机 冰水机
    工业冷水机
    北京特价机票 北京打折计票 北京国际机票
    北京机票预定 北京飞机票
    北京订机票 北京机票查询 饮料机械
    银杏 水培花卉 企业宣传片 空分设备
    化工泵 离心机
    电话交换机 程控交换机 集团电话 集装袋
    混合机 混合机
    混合机捏合机 捏合机
    捏合机导热油炉 导热油炉
    导热油炉 反应釜 反应釜
    反应釜 spherical roller bearing
    搬运车 搬运车 电动搬运车 油桶搬运车 堆高车 电动堆高车 半电动堆高车 堆垛车
    高空作业平台车 电动叉车 平衡重叉车 前移叉车 电瓶叉车
    韩国饰品批发 模块电源
    X架 超薄灯箱> 易拉宝 展柜制作
    代理服务器 游戏加速器 网络加速器
    网通加速器 电信加速器 电信网通转换器
    电信网通加速器 网通电信互转
    网通电信互通 网络游戏加速器
    美国VPN代理 美国独享VPN 美国独享IP
    pvc ceiling panel Spherical roller bearings
    SEO优化
    安全鞋 劳保鞋 防砸鞋 电绝缘鞋 上海安全鞋 上海劳保鞋 江苏劳保鞋
    服装软件 服装管理软件 进销存软件
    进销存管理软件 服装管理系统 服装进销存软件
    进销存系统 进销存管理系统 免费进销存软件
    吉林中医 东北特产
    打包机
    阳痿 阴茎短小 阴茎增大
    早泄 前列腺炎 阴茎增粗 阴茎延长
    国际机票 上海国际机票
    国际特价机票 国际打折机票
    砂磨机 砂磨机
    砂磨机 卧式砂磨机
    卧式砂磨机 卧式砂磨机
    三辊研磨机 三辊研磨机
    三辊研磨机 混合机 混合机
    混合机 锥形混合机 锥形混合机 锥形混合机 行星动力混合机 行星动力混合机 行星动力混合机 无重力混合机 无重力混合机 无重力混合机
    干粉砂浆设备 干粉砂浆设备
    干粉砂浆设备 捏合机 捏合机 捏合机 导热油炉 导热油炉 导热油炉 反应釜 反应釜 反应釜 搪玻璃反应釜 搪玻璃反应釜 搪玻璃反应釜
    乳化机 涂料设备 干混砂浆设备 无重力混合机 胶体磨 涂料成套设备 双螺旋混合机
    北京婚庆 北京婚庆公司
    400电话
    办证 呼吸机 制氧机
    亚都 亚都加湿器 亚都净化器
    亚都装修卫士
    饰品批发 小饰品批发 韩国饰品 韩国饰品批发 premature ejaculation penis enlargement
    安利产品 马来西亚留学
    网站优化 网站推广
    衬布
    代写论文
    代写论文
    论文代写 代写论文
    磁力泵
    离心泵
    化工泵
    隔膜泵
    螺杆泵
    潜水泵
    油泵
    耐腐蚀泵
    水泵
    拖链 防护罩 排屑机 塑料拖链 钢铝拖链
    化工离心泵
    计量加油泵
    自吸式离心泵
    管道油泵
    自吸式排污泵
    潜水排污泵
    自吸式磁力泵
    耐高温磁力泵
    不锈钢多级离心泵
    多级离心泵
    耐腐蚀自吸泵
    自吸化工泵
    玻璃钢液下泵
    液下式排污泵
    卧式离心清水泵
    氟塑料磁力泵
    磁力驱动循环泵
    耐腐蚀污水泵
    卧式化工离心泵
    玻璃钢耐酸泵
    防爆管道油泵
    不锈钢多级泵
    立式多级离心泵
    塑料磁力泵
    水泵厂
    手摇油泵
    上海水泵厂
    上海水泵
    离心泵厂家
    热水泵
    清水泵
    气动隔膜泵
    深圳装饰 深圳装饰公司 深圳装修公司
    特价机票 打折机票 国际机票
    机票
    新风换气机 换气机 立式新风换气机 风机箱 新风系统 能量回收机
    搅拌机 混合机 乳化机
    分散机
    毛刷 毛刷辊 工业毛刷 刷子 钢丝刷
    涂层测厚仪 硬度计
    兆欧表 激光测距仪
    测振仪 转速表
    温湿度计 风速仪
    超声波测厚仪
    粗糙度仪
    噪音计 红外测温仪
    万用表
    硬度计 万用表
    美容院 美容加盟
    澳洲留学 澳大利亚留学
    什么是法兰
    电烤箱
    酒店预定 北京酒店预定 北京酒店
    离心机
    nail equipment nail products nail product nail uv lamp nail uv lamp nail uv lamps uv nail lamp nail brush
    nail file nail tool nail tip nail gel curing uv lamps lights
    万用表 风速仪
    红外测温仪 噪音计
    苗木价格 苗木信息 标牌制作 深圳标牌 北京儿童摄影 防静电鞋 淘宝刷信誉
    威海凤凰湖 威海海景房 大庆密封件
    打标机 淘宝刷信誉 TESOL/TEFL国际英语教师证书 英语教师进修及培训 北京快递公司 北京国际快递

    ReplyDelete
  19. 导热油炉吴桥县导热油炉锅有限责任公司是全国最大的生产导热油炉生产基地之一,公司主要生产各种导热油炉锅,熔盐炉, 转盘轴承,管式加热炉,蒸汽发生器,一二类压力容器.徐州回转支承 公司提供转盘轴承 --slewing ring slewing bearing slewing bearings服务. automation-industrial-industrial automation-slewing bearingslewing bearings
    铁路
    轨道交通
    太阳能

    ReplyDelete
  20. ^^ nice blog!! ^@^

    徵信, 徵信網, 徵信社, 徵信社, 徵信社, 徵信社, 感情挽回, 婚姻挽回, 挽回婚姻, 挽回感情, 徵信, 徵信社, 徵信, 徵信, 捉姦, 徵信公司, 通姦, 通姦罪, 抓姦, 抓猴, 捉猴, 捉姦, 監聽, 調查跟蹤, 反跟蹤, 外遇問題, 徵信, 捉姦, 女人徵信, 女子徵信, 外遇問題, 女子徵信, 徵信社, 外遇, 徵信公司, 徵信網, 外遇蒐證, 抓姦, 抓猴, 捉猴, 調查跟蹤, 反跟蹤, 感情挽回, 挽回感情, 婚姻挽回, 挽回婚姻, 外遇沖開, 抓姦, 女子徵信, 外遇蒐證, 外遇, 通姦, 通姦罪, 贍養費, 徵信, 徵信社, 抓姦, 徵信社, 徵信, 徵信公司, 徵信社, 徵信, 徵信公司, 徵信社, 徵信公司, 女人徵信, 外遇

    徵信, 徵信網, 徵信社, 徵信網, 外遇, 徵信, 徵信社, 抓姦, 徵信, 女人徵信, 徵信社, 女人徵信社, 外遇, 抓姦, 徵信公司, 徵信社, 徵信社, 徵信社, 徵信社, 徵信社, 徵信社, 女人徵信社, 徵信社, 徵信, 徵信社, 徵信, 女子徵信社, 女子徵信社, 女子徵信社, 女子徵信社, 徵信, 徵信社, 徵信, 徵信社, 徵信, 徵信社, 徵信, 徵信社, 徵信, 徵信社, 徵信, 徵信社, 徵信社,

    徵信, 徵信社,徵信, 徵信社, 徵信, 徵信社, 徵信, 徵信社, 徵信, 徵信社, 徵信, 徵信社, 徵信, 徵信社, 徵信, 徵信社, 徵信, 徵信社, 徵信, 徵信社, 徵信, 徵信社, 徵信, 徵信社, 徵信, 徵信社, 徵信, 徵信社, 徵信, 徵信社, 徵信, 徵信社, 徵信, 徵信社, 外遇, 抓姦, 離婚, 外遇,離婚,

    徵信, 外遇, 離婚, 徵信社, 徵信, 外遇, 抓姦, 徵信社, 徵信, 徵信社, 徵信, 外遇, 徵信社, 徵信, 外遇, 抓姦, 徵信社, 征信, 征信, 徵信, 徵信社, 徵信, 徵信社, 征信, 徵信, 徵信社, 徵信, 徵信社, 徵信, 徵信社, 徵信, 徵信社, 徵信社, 徵信社, 徵信, 外遇, 抓姦, 徵信, 徵信社, 徵信, 徵信社, 徵信,

    ReplyDelete

Disqus for Youth Curry - Insight on Indian Youth