Liril soap, which was recently relaunched, is now targeting a wider audience with the brand tailored to appeal to the entire family -- a change from the earlier times, when the likes of Karen Lunel, Preity Zinta, Tara Sharma and Deepika Padukone were made the face of the brand focusing on the youth segment.
The sight and sound of the Liril Girl set the tone for ads that work at a subliminal level, and captivates viewers even to this day.
Merry Christmas has a breathtaking climax that will have you sighing like you've never sighed in a Sriram Raghavan movie before, applauds Sukanya Verma.
Sasha Chhetri, the Airtel 4G girl, is a better known face across India than most Bollywood starlets, says ad guru Sandeep Goyal.
Padamsee will be best remembered for iconic campaigns such as 'Lalitaji' for Surf, 'Cherry Charlie' for Cherry Blossom Shoe Polish, MRF's 'Muscle Man', the Liril girl in the waterfall and 'Hamara Bajaj' for the auto major.
'What fascinated me always was Alyque's ability to think in the vernacular despite his South Bombay and genteel upbringing,' notes Sandeep Goyal. 'Lalitaji or Hamara Bajaj were obviously not birthed in the hallowed environs of the Bombay Gymkhana.'
An interview with ad guru Alyque Padamsee.
In 1989 when Bajaj came out with their legendary and elegant Hamara Bajaj campaign, that looked more at apna India, rather than the scooter, and at all hues of scootered Indians, it drew millions of eyeballs and was brilliantly successful.
Vanraj Bhatia, the creator of unforgettable music, hated the fact that the 'New Wave' directors did not respect Hindi cinema's multi-song format.
'Deepika always got all the jobs she auditioned for.' 'There was really no stopping her.'
It is not easy for an FMCG brand to make a comeback if it has been out of consumer's reckoning for some time. Moreover, a protracted battle between the owners and then closure of a large number of outlets at one go might have sent some very negative signals to many, says Sneha Bhattacharjee.
This piece is a tribute to that corner of film criticism that they call subtextual film criticism.
'He was the first creative person to recognise and fully realise the power of film in an era when press ads were the only competence of Indian creatives.'
.jpg)
The mascot has gone off air now, but not before helping the Gujarat-based detergent brand script the perfect win for an underdog in the eighties.
To tackle the resultant inflation, the Indira Gandhi government had imposed price controls on manufactured products, including soaps and vanaspati, in 1973.
© 2026 Rediff.com - Investor Information - Advertise with us - Disclaimer - Privacy Policy - Sitemap - Feedback - About us - Terms of use - Grievances