Vim: Vim Black

Dishwashing liquid Vim created the Vim Black campaign to grow penetration, purchase and brand engagement in India.

Campaign details

Brand: VimAgency: Mindshare IndiaRegion: APAC

Strategy

Objective:

Vim is a leading dishwash brand in India and one of the world's fastest-growing brands, as per a recent Kantar report. It provides best-in-class dishwashing solutions with its range of products, including variants of Vim Liquid and Dishwasher detergents.

While Vim Liquid leads in penetration vis-à-vis its competition in India, the overall penetration is low. Therefore, the objective was to drive quality conversations around Vim liquid, by bringing alive the brand's purpose.

We observed that during COVID-19, men participated in the kitchen. However, they considered it...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands