Vim: Men In Black

Rucha Nagavekar, Ekta Relan

Dishwashing brand Vim achieved a rise in brand health scores and sales in India with an online campaign that launched a fake product for men to highlight the gender divide in household chores.

Campaign details

Brand: Vim Brand owner: Unilever Entrant company: MullenLowe LintasIdea creation: MullenLowe Lintas Mumbai Market: India Sector: Cleaners & detergents Media channels: Packaging & design, Television & Connected TV, Social media, Word of mouth, Influencers, KOLs, Public relations Budget: 5 - 10 million

Executive summary

India is a country where, culturally, men and women have been assigned roles since time immemorial, men, traditionally, are considered the breadwinners, conditioned to believe that domestic chores are not their job, while women are conditioned to prioritise...

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