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Nirmal D. Menon

Mumbai , March 31

LIRIL, the toilet soap brand from Hindustan Lever Ltd, is expected to stir up some excitement in the soaps category by releasing a new advertising campaign following its lime variant re-launch.

The new Liril Soft Aloe Vera and Lemon campaign will be aired from April 1, and will focus on naughty intimacies among married couples instead of the erstwhile iconic `waterfall' campaigns.

"Our research revealed that over the years, there has been an evident transformation among housewives. Today, they are in full control of themselves, yet stress prone. They seek initimate moments in their routine activities," Mr Ashok Venkatramani, Vice-President, Skin Care and Personal Wash Business, HLL, told Business Line.

The new commercial, created by advertising agency Lowe, attempts to inspire people not to lose the magic in their marriage especially in the midst of stressful lives led by today's couples. It shows you how playful love and intimacy can be discovered in the simplest of the moments.

The soap also comes with a new feminine shape, and a complete new look - with eye catching translucent green bits in a light green base.

The new Liril promises consumers a completely new brand experience, the company claimed.

"Though lime gives tanginess to the skin, it is so generic that almost all leading soap brands have a lime variant. We re-launched the lime variant by adding aloe vera, which makes the skin soft and supple," Mr Venkatramani added.

The brand also witnesses a new high in the area of packaging. The new carton box comes with a `love note game and quiz' on the back that invites people to share the same with their spouse.

HLL will roll out a host of promotional activities around the brand that will go beyond the conventional touch points.

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