Liril 2000's Slogans & Taglines

Liril was launched in 1974 by Hindustan Lever (now Hindustan Unilever) in India, born from a study revealing that Indian women viewed their bath as a private escape from daily monotony. Positioned as a "liberation soap," the brand promised freshness and freedom. In 1975, the iconic "girl in the waterfall" advertisement featuring Karen Lunel—created by Alyque Padamsee with the unforgettable "La la la" jingle by Vanraj Bhatia—became a cultural phenomenon that ran for 25 years. The brand name, a palindrome, was registered from a list provided by Unilever in London.

The brand's core products are bath soaps and body cleansing products, centred on lime-fresh formulations. Over the decades, Liril expanded with variants including Liril 2000 with tea tree oil, Icy Cool Mint, and Orange Splash, endorsed by figures such as Preity Zinta.

From its early slogan "Come alive with freshness" and the promise of "the exciting freshness of lime," Liril evolved to declare itself "the freshness soap" in 1989. This journey reflects a shift from a revolutionary cultural statement to an enduring symbol of invigorating, carefree bathing.