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50 years on, looking back at the Liril commercial that changed advertising in India

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Mumbai, April 10 (IANS) The Indian advertising industry is one of the biggest industries in the world, given the sheer consumer volume and the diversity of the consumer groups across the country. While the current ecosystem of advertising encompasses digital, broadcast, radio, print, and outdoors, it was the year 1974 that proved pivotal in shaping the landscape of advertising in India.

It was the year when the Liril advertisement, featuring Air India stewardess Karen Lunel, came out, and it forever changed how Indians engaged with the medium.

The advertisement film showed a bikini-clad Karen enjoying nature as she bathed under a waterfall.

The advertisement, which was shot at the Pambar Falls in Kodaikanal, was created by Lintas (Lever International Advertising Services) advertising agency.

The agency was headed by Alyque Padamsee, who is known for portraying Muhammad Ali Jinnah in Richard Attenborough’s multiple Oscar-winning film ‘Gandhi’.

The idea behind the commercial was shaped by a deep insight about the targeted female consumers and what they wanted from a soap.

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The consumer survey shed light on the fact that the only time a typical Indian housewife had to herself was when she went for a bath.

The idea, born from consumer insight, harped on the escapist fantasy of transporting women from the packed indoors of the bathroom to the open space of a waterfall that replaced the showerhead. The physical setting struck a chord with the consumers as it broke the monotony of bath time and brought in elements of freshness and nature where one could still enjoy their ‘me time’ without the fear of being watched.

A good commercial is one which not only banks on good storytelling but also drives product sales, and this advertisement film not only skyrocketed product sales but also became an instant hit among the Indian masses. It turned into a legacy and a stepping stone for many Bollywood actresses, like Preity Zinta, the owner of the IPL team Punjab Kings, Pooja Batra, who would go on to star in the Hindi remake of the Kamal Haasan-starrer ‘Thevar Magan’, ‘Virasat’ and Deepika Padukone, who would make her Bollywood debut opposite megastar Shah Rukh Khan in ‘Om Shanti Om’.

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However, as refreshing as it may seem on the screen, the commercial was logistically quite challenging to shoot. It was shot in the winter when the mercury slipped to 5 degrees Celsius in Kodaikanal.

Karen had to gulp brandy between shots to keep herself warm in the bone-chilling cold of the south Indian hill station, which further ascends to Coonoor and Ooty towards the north.

The advertisement became the foundation for the electronic advertising industry, which peaked in the 1990s in terms of creativity with iconic advertisements like that of Fevicol (created by Padma Shri awardee Piyush Pandey), Pepsi (Ye Dil Maange More campaign), Coca-Cola, Captain Cook Salt (voiced by Javed Jeffrey), Dhara Jalebi Commercial and Cadbury Dairy Milk’s Asli Swaad Zindagi Ka (sung by Padma Shri Awardee and Grammy winner Shankar Mahadevan).

–IANS

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Sushmita Sen celebrates three decades of being crowned Miss Universe

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Mumbai, May 21 (IANS) Bollywood actress Sushmita Sen, who was last seen in the streaming series ‘Aarya’, is celebrating 30 years of her victory of Miss Universe title.

The actress took to her Instagram on Tuesday and shared a throwback picture of herself holding a baby girl. She also penned a long note in her caption.

She wrote: “This little girl, who I met in an orphanage, taught an 18-year-old me life’s most innocent yet profound lessons, ones that I live by to this day. This captured moment is 30 years old today as is India’s first ever Victory at Miss Universe!! What a journey it’s been & continues to be….Thank you India for always being my greatest identity & strength!! Thank you Philippines for the unending love & belonging.”

She further mentioned: “Three decades & counting!! #mahalkita I remember & celebrate your grace my beautiful @carogomezfilm #teamo To all my loved fans, friends, family & well wishers around the world…know that each one of you has made a difference to my life & inspired me in ways you may never know!! I feel the love!!! Thank you!!! WHAT AN HONOUR!!! Here’s to the next #30 #Happy30years #yourstruly #MissUniverse1994 #INDIA I love you guys!!! #duggadugga.”

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Sushmita was the first Indian to win the Miss Universe title on May 21, 1994. The title was later won by Lara Dutta in 2000, and Harnaaz Kaur Sandhu in 2021.

–IANS

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Richa-Ali's ‘Girls Will Be Girls’ to premiere at Cannes selection for young audiences

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Mumbai, May 21 (IANS) ‘Girls Will Be Girls’, produced by couple Richa Chadha and Ali Fazal, is set to premiere at the prestigious 77th Cannes Film Festival under the Cannes Écrans Juniors category.

Ali said: “From the very beginning, we knew ‘Girls Will Be Girls’ was a special project. The response at Sundance was beyond our expectations, and now premiering at Cannes is a dream come true.

He praised the debutante director Suchi Talat and said that she has crafted a beautiful, poignant story that deserves this platform.

“We are proud to be part of a film that not only entertains but also sparks important conversations. This is just the beginning, and we are excited for what’s to come.”

The Cannes Écrans Juniors category is a selection dedicated to international feature films that appeal to young audiences aged thirteen and over.

The film will premiere in Cannes after travelling from SXSW Film Festival to the Sundance Film Festival earlier this year.

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Richa shared her excitement: “This project is very close to our hearts, and the recognition it has received so far has been overwhelming. Producing this film has been a labour of love, and to see it resonate with audiences globally is incredibly fulfilling.”

“We believe in the power of stories that challenge and inspire, and ‘Girls Will Be Girls’ does just that. It’s a film that speaks to the complexities of growing up, and we can’t wait for the Cannes audience to experience it.”

The film is scheduled to screen on May 22 and 23 at Alexandre III theatre, and on May 24 at Raimu Hall.

–IANS

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Sudheer Babu's ‘Harom Hara’ will now release on June 14 due to ‘various reasons’

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Mumbai, May 21 (IANS) Sudheer Babu’s film ‘Harom Hara’ has been pushed from May 31 release to June 14, and the actor cites “various reasons” for it.

Sudheer took to X where he announced that the film’s release has been pushed and said that he was sad for missing the release on the occasion of Telugu star Krishna’s birthday.

“For various reasons, #HaromHara will now be releasing in theatres worldwide on 14th June. Although I feel sad for missing the release on the occasion of Krishna gari birthday, nevertheless June is still my lucky month.”

“PKC & Sammohanam were both released during this time. I promise the wait is real worth, #HaromHara is gonna strike hard guys!! #HaromHaraOnJune14th,” he added.

Directed by Gnanasagar Dwaraka, the film also stars Malavika Sharma. The film will be released in Telugu and will be dubbed in Tamil, Hindi, Kannada, and Malayalam.

–IANS

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ALSO READ:  Paras Kalnawat reveals his dog Teddy took over as 'caretaker for mom' after his dad's death
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Adhik Mehta of ‘Anupamaa’ fame to play lead in ‘Milke Bhi Hum Na Mile’

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Mumbai, May 21 (IANS) Actor Adhik Mehta, known for playing actress Rupali Ganguly’s son-in-law in the household drama ‘Anupamaa’, will be seen essaying the lead role in another show ‘Milke Bhi Hum Na Mile’.

He said: “Though I’m currently not shooting for ‘Anupamaa’ very regularly, I have not quit it as if for now as very recently, I was shooting for them and I will be providing my services to Directors Kut production as long as needed.”

On joining ‘Milke Bhi Hum Na Mile’, he said: “I have got this opportunity to play the lead after five years. I am so proud to call it sheer hard work and dedication. I will be playing the role of Raghav who is the hero.”

Adhik, who has been a part of shows such as ‘Bepanah Pyar’ and ‘Choti Sarrdaarni’, said that his character Raghav in ‘Milke Bhi Hum Na Mile’ is a fearless and very powerful personality.

“Raghav is in and out a ‘dabang’ personality. He is not scared of anyone, and is just a larger than life character. He is in so much in love with Reva (female protagonist) that he can go to any extent just to be with her. When it comes to family he can kill or die for them.”

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–IANS

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Rajkummar, Janhvi perform Ganga aarti in Varanasi ahead of ‘Mr & Mrs Mahi’ release

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Mumbai, May 21 (IANS) Bollywood stars Rajkummar Rao and Janhvi Kapoor were seen performing the Ganga aarti in Varanasi ahead of the release of their upcoming film ‘Mr & Mrs Mahi’.

The actors, who left for Varanasi after casting their vote on Monday, also sought divine blessings as they were seen praying at the Dashashwasmedh Ghat.

In the pictures, Janhvi is in a blue and silver Benarasi saree paired with jhumkas and she completed her look with a gajra placed on her neatly tied bun. Rajkummar chose to wear a white cotton shirt paired with pants.

Janhvi will be kickstarting the promotions of the film and will be visiting the national capital on Tuesday.

The romantic sports drama film is directed by Sharan Sharma and will be hitting the cinema halls on May 31. The movie talks about an imperfect newly married couple and their immense love for cricket.

–IANS

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