A while ago I blogged about the new Liril ad. I didn't like it.
Well, it's been on air for over 2 months and I'm still not gaga about it but I notice the following positives:
a) The 'red chillis' have been edited out.
b) The jingle La-i-ra-i-la has ... kind of grown on me
I still don't like the foreign (south African) models being passed off as Indians. And the water droplets on the model's back don't remind me of any waterfall (as was the agency's intention).
Anyhow, I decided to go and buy the soap. And guess what. The real problem is that there is a huge mismatch between the upmarketness of the ad and the actual product.
While the ad sells you a 'Calvin Klein' kind of experience, the soap is not radically different or 'international' - in look, feel, fragrance or foam.
There is some improvement in logo and packaging - but not enough. The soap has morphed in shape (oval) and has some tutti-frutti green bits in it but the smell is the same. Detergenty and extra-strong. The reason I stopped using it in the first place.
So for now I shall stick to the little-advertised but heavenly smelling Palmolive Aromatherapy and the another old favourite - Pears.
Hey Rashmi,
ReplyDeleteI think that Liril should change it's waterfall concept only and think of something new.It started as an ad with a girl under a waterfall and now the waterfall is gone and only the girl in the swimsuit(or something like it) is left.
ps. please check your mail.I made some changes.
Rashmi,
ReplyDeleteIn a recent issue the weekly newspaper Tehelka carried a cover story on the dubious practices of firms which peddle cosmetics and toiletries. That feature was an eye-opener on the tall claims made by the FMCG firms. Packaging and positioning may work to get the potential customer's attention but eventually the performance of the product vis a vis its price point leaves a lasting impression and can make or mar the brand..
one bit of learning from that article is that consumers should look for the TFM content(Total Fatty Matter). The higher the better. Don't get swayed by fragrance and appearance. Shun products with high proportion of harsh chemicals.
The point here is that the Ad DID make u buy the soap just as it did to a few other people I know. And the 20-28 age group just love the jinle and Ad.
ReplyDeleteLiril Ad will continue having a sensous appeal .Im just wandering whether it has anything to do with Alque Padamsee whom i all the time see on TV bragging about the sensous Liril Ad his agency made first and that it changed the way of advertising in India.
ReplyDeleteRashmi your right,
Even I too find that Liril tune still running in my head though the ad seems too dull to watch.
Pears and Palmolive dont seem to do a lot of TV Media campaigns though their Ads are very active in the Print Media space and seem to have a descent marketshare.Finally when it comes to soaps I find the common man/women in any supermarket/store sniffing soaps in order to buy the one with the best auroma.So I think its the nose that seems to decide the brand of soap.Liril needs to please and lure some sniffers to buy it and thats what its doing with its ad on TV
Me buying the soap doesn't count as a 'success'. It's my job to try out new stuff... How many of you guys who like the ad so much went out and bought it? And liked it ?? THAT is the crucial question.
ReplyDelete