FMCG major HUL, known for launching starlets popularly known as 'Liril Girls' through advertisements

RELATED ARTICLES Even after 2 years, no taker for HUL headquarters at Backbay ITC likely to invest up to Rs 1,000 cr in FMCG ITC likely to invest up to Rs 1,000 cr in FMCG ITC may invest up to Rs 1k cr in 4 yrs on FMCG business HUL announces senior management changes; Gopal Vittal quits

for its lemon soap, is now charting a different strategy to tap family audience, keeping in tune with changing times.

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.

While HUL did not respond to queries, the firm's advertising agency Lowe Lintas said the change in strategy was prompted by the evolution that the market has undergone.

"In the last decade or so, freshness has become generic to the personal wash category and, lime and lemony fragrances are being used by any and all brands. Clearly, the consumer and te market has moved on," Lowe Lintas Executive Director Joseph George told PTI.

"We also decided that in order to broad base its appeal (and fortunately our proposition allowed us to do so), we should make the brand appeal to the entire family," he added.

The idea was to leverage Liril's premium heritage and find a new consumer benefit in skin cleansing to make the brand relevance to its audience once again, he added.