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.
'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.'
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.
Sasha Chhetri, the Airtel 4G girl, is a better known face across India than most Bollywood starlets, says ad guru Sandeep Goyal.
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.
'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.'
This piece is a tribute to that corner of film criticism that they call subtextual film criticism.
.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.
© 2026 Rediff.com - Advertise with us - Disclaimer - Privacy Policy - Sitemap - Feedback - About us - Terms of use - Grievances