In 1990, Nirma launched a soap in the toilet soap segment. It was a beauty soap targeted at those customers who purchased Lux at a price lesser than it, with its value for money proposition. Nirma followed the umbrella branding strategy, and hence this soap was Nirma Beauty Soap.
It was still positioned as a premium beauty soap and appealed to the modern Indian woman with traditional values.
Hence, you see Sonali Bendre in a sari, salwar and backless too. She was traditional and sexy. She was brave, handle lion cubs, ride small aircraft, go on safaris, and men were captivated by her! It is also not surprising that the filming for this commercial was in Africa to bring an international feel (remember, the competition is International Lux).
In 1994, Kailash Surendranath directed the famous commercial. Scripted by Indipop writer Raajesh Johri, music by Ranjit Barot and sung by Hariharan and Kavita Krishnamurthy
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