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Squaring it out: Liril moves from Lowe to McCann after a 30-year relationship

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Squaring it out: Liril moves from Lowe to McCann after a 30-year relationship

If one thought McCann Erickson didn’t have the greatest start to the New Year with the LG business moving out of the agency to consolidate with Lowe India, Hindustan Lever has given it something to cheer about.

HLL has moved the advertising duties of its freshness soap, Liril, from Lowe to McCann. The development is a significant one owing to the fact that Liril has moved from Lowe, which has been handling the Liril account for 30 years, ever since the launch of the soap in 1975.

The move wasn’t preceded by any open pitch process. Based on the relationship that McCann Erickson already has with HLL through brands like Pears and Vaseline, the agency was invited to present some ideas for Liril as well. The processes have been on for the last couple of months, with the shift finally taking place in the New Year.

Needless to say, Prasoon Joshi, Regional Creative Director, McCann Erickson, South Asia is an elated man. Said Joshi, “It’s a great feeling when you win a new business, but when it comes from an existing client, it is sheer joy. We are aware of the responsibility that comes from this win and we are looking forward to doing some great work for Liril too.”

Elaborating on what he thought worked in McCann’s favour, Joshi said, “We have won this business on two counts mainly – the past performance on other HLL brands, and the relationship that we have cultivated with them. They are clients we can trust and respect just as they can be sure that we will give their brands our hundred per cent.”

Liril has been associated with work that has high recall, be it that of a fun image with the ‘Liril Girl’ in the waterfall or even the move last year, when the brand went for an image change with the lyric ‘La-ira-ilaa’. The brand has variants like Icy Cool Mint, Lemon, Orange and Soft Aloe Vera.


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