Vim Black: Fake product, real impact.

Vim Black, a dishwashing liquid for men, staged a fake launch to get men in India to realise that chores are an equal responsibility, rallying for chore neutrality and shaming the bragging culture.

Campaign details

Brand: UnileverAgency: MullenLowe Lintas IndiaRegion: APAC

Strategy

Objective

We were talking to urban men, who when doing household chores consider it a help to the women – and brag. We thus decided to talk to the bragging men of India who believed that chores weren't their assigned job. This nuanced conversation needed a strategic approach that created umbrage.

We deliberately used male influencers known for their machoism to give dishwashing a brag tag and then let society see the flaw in it and trash this bragging. We got female influencers to reveal that...

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